Project Charles Schwab was launching a new software program that allowed professional investors to trade securities and manage accounts easier. This project was critical to Schwab's strategy of capturing more big-ticket business by building relationships with professional money managers.

Challenge Complex software can be difficult to market effectively to a non-technical audience, so focusing on the product's performance advantages and ease of use was deemed critical. Making the software accessible and appealing was another key goal

Solution Working with Schwab's in-house agency, Concinnity created a powerful visual metaphor to communicate the software's benefits, using a unique racing bike and evocative photography. This concept managed to make the software seem almost sexy, and the product launch was enthusiastically received.