Justin Nutall
Copywriter | Content StrategistT. Rowe Price "Active Matters"
CLIENT: T. Rowe Price ROLE: CopyMEDIA:Print/Landing pages
This was a print and digital campaign we did to simplify the concept of active investing for T Rowe Price A playful series of viusal metaphors that gets to the heart of their edge and expertise.
T. Rowe Press — RisePath
CLIENT: T. Rowe Price ROLE: CopyMEDIA: Experiential/Event/Digital
Here’s a prototype for an app that would dive into the T Rowe Price methodology. In order to demystify their active approach to investing, we created a dynamic demo showing how users could explore all of the different products and investment vehicles it has to offer in away that was engaging and easy to digest.
T. Rowe Press — The Official T. Rowe Price Juice Bar
CLIENT: T. Rowe Price ROLE: CopyMEDIA: Experiential/Event/Digital
T. Rowe Price's Target Date Funds are some of the best in the business but unfortunately they don't often get picked for portfolios because they're slightly more complex than others.
So we created T. Rowe Press, a pop-up juice bar, to demonstrate how Target Date Funds work and why they lead to a tastier retirement.
To place your juice order you simply use one of the touchscreen kiosks. Enter your current age and planned retirement date and the app would set your fruit vs vegetable juice ratio. Fruit juice represents stocks and vegetable juice represents bonds. Since a Target Date Fund adjusts the stock to bond ratio over time based on how far you are from retirement, everyone's juice will be a little different. If you don't like the fruit to vegetable ratio you can adjust it by sliding your retirement date line.
T. Rowe Price isn't the only company to offer Target Date Funds. But they're one of the only companies that diversifies their funds beyond just just stocks and bonds. This diversification means greater long-term growth for your portfolio and tastier juice.
Once your fruit to vegetable ratio is set you can diversify the types of fruits and vegetables that go into your juice. This customization is the same process that T. Rowe Price makes every month to make sure their Target Date Funds are at peak performance. The final step is Dynamic Management, another process unique to T. Rowe Price. This step involves looking at the entire fund and making minor adjustments to provide optimum results. Tap the Dynamic Management button and T. Rowe Press will slightly adjust you ingredients for the best taste.
Once you've ready to press, submit your order and T. Rowe Press gets to work. Your juice will be delivered in a few minutes and come in a custom cup showing your unique juice allocation and diversification formula.
A personalized URL on the label will provide nutritional information and additional information on T. Rowe Price Target Date Funds.