New York Life

Campaign Overview

New York Life approached Black Enterprise with a critical mission: to address the persistent lack of financial information tailored to Black/African American communities—specifically around financial stability, personal and professional fulfillment, and generational wealth security. Their goal was threefold:

• Position New York Life as a trusted leader in helping individuals achieve long-term financial prosperity.
• Highlight their commitment to diversity, equity, and inclusion—as both a service provider and an employer.
• Empower African American audiences to live their best lives into retirement through actionable financial education.

Strategic Approach

Black Enterprise’s content team collaborated closely with African American New York Life representatives to develop authentic, insightful articles and video interviews. These resources provided relatable and practical financial tools for individuals who were ready to take the next step in their financial journeys.

My Contributions

As the digital designer and developer, I was responsible for the full build-out and visual execution of the campaign’s digital experience, which included:

• Landing Page Design & Development:
  I designed and built a visually engaging, user-friendly landing page that served as the central hub for the campaign. The page featured a curated mix of editorial content and video interviews, integrating storytelling with expert-driven financial insights. The layout emphasized accessibility, mobile responsiveness, and a modern aesthetic aligned with both brands’ visual identities.
• Email Marketing Execution:
  To maximize reach and engagement, I designed and developed a series of branded email blasts. These targeted communications promoted new content as it launched, driving traffic to the landing page and increasing content consumption among our core audience.

Impact

The campaign successfully positioned New York Life as both a financial thought leader and a culturally aware brand invested in Black communities. The digital assets helped deepen audience understanding of financial wellness and inspired real conversations around wealth building and retirement planning.