Edward Jones


My Role
  • Information Architecture
  • Interaction Design
  • Gary Doyle (CD)
  • David DeJong (CW)
  • Andrei Slobstov (AD)
  • Won J. You (UX)

Shifting Perceptions of a Financial Institute

Edward Jones serves 7 million investors from more offices than any other investment firm in America, and it manages a billion dollars worth of investments. However, the perception of many in the financial industry is the company is small-town.

This campaign was meant to shift the attitudes of peers in the investment sector with smart art direction, and education microsite that showed how big and tech-forward Edward Jones really is.

The Campaign

The More You Know, The More EJ Makes Sense

Edward Jones has been surprisingly under the radar despite its long history of innovation, career, and financial growth. So the campaign was centered around celebrating the company’s success and unapologetically touting its unique business model and what makes it special for both clients and financial advisors.

Target Audience

Experienced Financial Advisors

Broadly speaking, the goal of the campaign was to both increase awareness as well as shift perception of professionals within the financial industry sector.  By doing this, the campaign would lay the foundation to persuade experienced financial advisors to consider moving their practice to Edward Jones in future targeted marketing.

Marketing Strategy

The user journey for the experienced financial advisor begins with the Industry Perceptions campaign microsite, and based on their level of engagement they taken to another marketing landing page.


Website Experience

Mobile Design