KATE LAWRENCE

About

Resume

Work

Fifth Third Bank

Summer 2026

 



Gen Z consumers are highly intentional with their spending and often skeptical of traditional financial institutions. The “Worth it” campaign reframed Fifth Third's value proposition around everyday experiences.






Research


Concept

Collaborated with the marketing extern team to develop a social campaign to strengthen Fifth Third's connection with Gen Z audiences.

Target Audience

Research focused on understanding how Gen Z approaches spending, saving, and financial decision-making. Through audience insights and trend analysis, I identified that Gen Z value experiences, brand presence, and security.


Audience findings were synthesized into visual data sets that highlighted major spending priorities among Gen Z consumers. These insights informed both the messaging strategy and creative direction.




Design Development

Rough Drafts

Started with the pie chart, exploring other gradients beyond what has been established in Fifth Third. Interviewed multiple co-workers to hear their interpretations.

Motion Design Tests

Focused on strengthening skills in After Effects, along with exploring new tools like Figma Motion. Originally made motion graphics very fast-paced, but learned to slow down for older audiences. Learned to utilize contrast for emphasis.

Final Project

Motion Pieces

Morphing Hexagon- Illustrating the variety of ways Gen Z consumers choose to spend their money. To avoid becoming preachy, the hexagon graph morphing into different spending categories shows that Fifth Third is welcoming to everyone and is flexible for whatever your financial situation is. Money Secured- To resonate with Gen Z looking for security within a bank. Most similar to comparison ads, the two vaults show how banking with Fifth Third comes with security features that are worth it.

Carousel Post

To drive interaction, the carousel posts ask users to share the purchases they believe are truly “worth it.” Grounded in relatable, everyday experiences, the messaging feels friendly and authentic while reinforcing the campaign's focus on personal financial priorities.

*read from left to right, top to bottom








Other Projects

University One Bank Informational Flyers


Bengals Sponsorship Handout

(Front)
(back)

(513) 237-7652
Lawrenk9@mail.uc.edu


Linked In
Handshake