blaCKSTONE: MAKING THE CONNECTION
Challenge
Financial advisors knew Blackstone, but many lacked the knowledge and confidence to recommend private markets to their clients. We needed to make a complex investment category feel more approachable.
BUSINESS GOAL
Our goal was to help financial advisors better understand Blackstone's private markets options and position Blackstone as a trusted partner.
Solution
We created Making the Connection—Blackstone's first integrated brand campaign.
Using two complementary creative approaches, we made private markets feel more approachable: one used visual metaphors to explain the opportunity, while the other highlighted examples in Blackstone's portfolio to bring those investments to life. To reinforce that simplicity, we kept each execution clean, focused, and centered on a single visual idea.
I helped develop the campaign concepts and wrote copy for the videos, as well as the print, digital, and social placements. Throughout the process, I partnered closely with my creative team, strategists, and the Blackstone client team to translate a complex financial category into clear, engaging creative.
Press: Forbes, LBB Online
Social
Post copy: Blackstone connected an explosion of sharing and streaming with market growth and invested in today’s leading data center platform.
Post copy: Nearly 90% of U.S. companies are privately owned. So if your clients aren’t investing in private markets with Blackstone, they could be missing out on a world of opportunity.
There was even a naming competition for the fish! (The true star of the campaign)