CHELA Financial is an education lender based on the west coast. Since they're smaller than your Sallie Mae's, etc., they needed a stronger voice, a bolder voice, than the rest of the school lenders to capture the attention of their audience. Direct statements in the ad more accurately reflected the attitude of their audience: the students. Headines that could easily come from the mouths of students and candid photos reinforced CHELA's values of honesty and integrity. (The three smaller images were produced as part of the initial branding pitch only.) |
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