CHALLENGE

Embark (formerly the Oregon College Savings Plan) needed to evolve beyond a college-first positioning as families questioned the value of higher education and looked for broader financial guidance.

APPROACH

Led full-service transformation across rebrand, campaign strategy, brand and product strategy, and digital marketing. Repositioned the program around financial wellness, developing a new name, narrative, and go-to-market system designed to increase relevance, accessibility, and long-term engagement.

IMPACT

Expanded the program’s role from a single-purpose savings tool to a more flexible, future-facing financial platform for Oregon families.