BBVA

The work was to redesign and/or rebrand and reposition BBVA's offering to small business owners.

Jack led a small team that pitched a rebrand of small business services as entrepreneurial services. They researched the users or in this case the lack of adopted users. Then, after finding the disconnect between offering and adopter — the team set about creating a digital AI brand ambassador called ED — "entrepreneurial designer". He was destined to be an assistant that could answer questions, make small tasks happen, and continually stay engaged with small business owners — offering them the concierge level service of "large businesses".

BBVA adopted it and implemented with the goal of always-on accessibility which Jack's team uncovered was lacking. ED would be available 24/7, 365.