Coming of Age for The Washington Post / Prudential

The Brand Studio of The Washington Post was commissioned me to design a custom-content platform for a personality-driven, cross-generational series of interviews, pairing captivating photography with engaging, personal stories that present a range of perspectives on growing up and "coming of age," to soft-promote Prudential’s strengths in the financial-service giant’s retirement business to a new generation.

In addition to custom ad units and paid posts for distribution across the washingtonpost.com network, a cross-platform interactive hub showcased the powerful portrait series overlaid with thought-provoking quotes from interviewees, alongside curated posts from Prudential’s social network contributors.

Through cultural, historical, economic and psychological lenses we learn the challenges that have faced these individuals throughout their lives and across generations; how planning for change made a difference in their past, and how they are planning today for their own tomorrows.

Flexible design templates were created, featuring interviews, quotes, videos, photos for each interviewee, and interactive surveys that would feature real-time feedback to users on how their response measured against other responders.

Creative Direction: Todd Gilmour // Photography: Spencer Heyfron //