How-to guides
the launch that brought 500,000 people into the digital age of banking
First National Bank Texas was launching a new digital banking platform—a completely redesigned mobile app and desktop experience for a financial institution spanning 4 states, 330 locations, and more than 1 million customers.
I was the sole writer.
Every word on every surface—digital, print, UX, B2B, B2C—across 5 company brands went through me. From the launch campaign that drove adoption to the in-app copy that made the product feel intuitive, I was the entire content team.
The brief
Financial services writing has two main challenges: too technical and nobody understands you, too simple and nobody trusts you. The balance is narrow and the stakes are high—you're asking people to leave you with their money.
The digital transformation compounded the challenge. I wasn't just writing for a product. I was writing for an audience that may have banked the same way for 20 years and now needed to do it differently. The copy had to be warm enough to earn the change and clear enough to make it effortless.
The challenge
Product launch campaign:
Conceived and wrote the messaging strategy that drove 500,000+ users to the new platform in one month. Multi-channel: digital, print, in-branch, and email across all 5 FNBT brands.
Mobile and desktop UX copy:
Wrote all in-app copy for the new platform—onboarding flows, feature education, error states, microcopy—in language that made complex banking functions feel accessible to a broad, non-technical customer base.
How-to video scripts:
Scripted and helped storyboard 6+ detailed product education videos walking users through each UI touchpoint step by step. Translating UI into plain language for an audience that had never used mobile banking before.
B2B and B2C content:
Wrote across all surfaces for a financial institution serving both individual customers and business clients—maintaining distinct voices for each audience without losing brand coherence.
The work
500,000+ users migrated to the new digital platform in one month
6+ product education videos scripted and produced
Full content ownership across 5 brands, 4 states, 330 locations
The results
The biggest content challenge isn't complexity. It's familiarity. When you ask people to change something they've done the same way for years, the words have to work twice as hard—earning trust and teaching something new at the same time.
That's the brief I learned to love at First National. It's also the brief I've been solving ever since.
The takeaway
I help you build your brand so you can build the future
