TD Wealth MoneyTalk DIY Campaign

TD Wealth

Toronto, ON

Brought to you by TD Direct Investing, MoneyTalk DIY was launched as a standalone editorial brand with three key objectives: to inspire new and novice investors, help them grow their financial confidence and raise awareness of TD Direct Investing’s new EasyTrade platform. The primary audience? Young, professional women. The message? It shouldn’t take a lot of time, money or special expertise to begin investing. A bright and vibrant palette of colours and textures, including vintage-inspired collage and motion graphics, was developed to convey that this is not your traditional investing content source. The tone was designed to be light, friendly and just a little bit edgy, to match the editorial “no scold” zone the team created—a deliberately jargon-free destination for millennial investors. Since its launch, MoneyTalk DIY has received positive feedback both from clients and the business. In its first six months, it drew more than 440,000 visitors to the site, with a strong majority being women between the ages of 29–45.