ETA - Defining a new voice for the industry leader
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The challenge here was to transform the Electronic Transactions Association's communications into a unified brand voice that stands out in a jargon-filled industry, to capture the core of an industry hub whose members process $47 trillion annually.

I deciphered the complex structure of ETA's offerings to create targeted messaging for each distinct audience segment, ultimately achieving a comprehensive verbal identity that distills fintech and legislative expertise into accessible language.