Building an Investment Brand for Equality
Historically, financial institutions have disenfranchised Black Americans, leading to an ever-widening racial wealth gap across generations. Stackwell was established to bridge this gap by providing a digital investment platform designed to help Black communities accumulate wealth and empower a new generation of investors. To effectively launch its groundbreaking brand, Stackwell sought assistance from Matter to develop an integrated marketing strategy that combined PR activities with branding, messaging, and design. Matter began by exploring Stackwell's vision of addressing the financial needs of the Black community. With these fundamental values at the forefront, the digital team created a new logo, messaging framework, landing page, and various other branded graphics. Simultaneously, the PR team formulated a thorough communications strategy to promote the brand’s services. This collaboration of targeted PR efforts and creative materials crafted a unified narrative highlighting Stackwell's dedication to supporting users and communities in achieving financial stability through capital control. With Matter's coordinated approach in PR, branding, strategy, and digital resources, Stackwell successfully launched its mobile app and landing page, built its social media presence, and initiated a lead generation campaign. By December 2021, Stackwell had garnered over 190 million impressions and experienced a 175% rise in app registrations following prominent features in local and community outlets, such as BostonInno, Atlanta Black Star, Black Enterprise, and Black News Channel. Looking ahead to 2022, Stackwell has important features planned and continues to partner with Matter to further its mission of economic empowerment for Black Americans.