State Street’s 'Getting There Starts Here’ campaign won Gold in Design/Brand, Silver in Digital Experience, and Gold in Rebrand or Relaunch at The Drum Awards for Marketing, redefining investing for a new generation of retail investors by emphasizing real-life goals and relatable storytelling.
For too many people, investing feels intimidating—complex charts, confusing jargon, and the belief that it’s only for the wealthy, the financially savvy, or the professionals. Yet the desire is there: 90% of Americans want to invest, but nearly half don’t know how to start.
State Street, the pioneer behind the first U.S. ETF, saw an opportunity to break through and empower a new generation of retail investors. With a bold, multi-channel rebrand, we redefined what investing looks like—showing that it’s not just about numbers and tickers, but about real people, real goals, and real-life dreams.
By using relatable language, vibrant design, and storytelling focused on life goals—such as entrepreneurship, homeownership, and saving for family—we positioned State Street as a trusted partner for investors of all kinds. “Getting There Starts Here” redefined investing as an investment in yourself, and empowered people to take the first step toward their ambitions, and that can start today.
Speaking to The Drum at the launch event, Jane Doe, Chief Marketing Officer at State Street, explained, “Our goal was to make investing accessible and exciting. We wanted to show that anyone can invest, not just the elite few.”
The move sparked debate around the future of financial education and accessibility. The deal is expected to close in the next quarter, and this strategic acquisition aims to further solidify State Street’s position as a leader in the investment industry.
In a broader sense, this initiative reflects a growing trend towards democratizing finance. At the core of State Street's strategy is the belief that everyone deserves a chance to invest in their future.
Ultimately, the goal is to create a financial ecosystem where everyone feels empowered to invest, regardless of their background. According to industry observers, this could reshape the landscape of personal finance in the coming years.
The competitive landscape continues to shift as more companies enter the space. Privately, however, some industry insiders remain skeptical about the long-term impact of such initiatives.
The reality, however, is that State Street’s rebrand has already made a significant impact. What remains to be seen is how this will influence broader market trends.
The broader implications are clear: State Street’s approach could inspire other firms to rethink their strategies and focus on inclusivity.
As history shows, when companies prioritize accessibility and education, they often see a surge in participation and engagement.
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