Center for Capital Markets


The Center for Capital Markets Competitiveness (CCMC), a part of the U.S. Chamber of Commerce, was challenged to communicate the diverse importance capital markets contribute to the economy across the globe, an issue that is tough to grasp. CRAFT and CCMC rejected the notion that our story must be told from the institution’s point of view. Instead, we developed a cast of characters that embody individuals and their businesses who rely daily on access to capital.

CRAFT and CCMC developed the “Capital Markets: Key to Commerce” campaign, an initiative that includes a tablet-­ and desktop-­friendly website, a print booklet, and other pieces of digital and print collateral. To drive home the “storytelling” aspect of the campaign, all pieces of “The Key to Commerce” emulate the look and feel of a children’s storybook. The parallax design, the animations, the writing style, and the bright colors all invoke a whimsical, imaginative approach to storytelling.

This strategy, which is dramatically different than how the issue has been communicated in the past, elevated the topic and left a lasting impression on audiences.