Bank of America Empathy Package

Most of us do our best to avoid thinking about what happens after we die. While grappling with loss, our loved ones also have to deal with all the stuff left behind, including credit cards, bank accounts, and investment accounts. Bank of America conceived of the Empathy Package as a resource for clients like these, who are often overwhelmed and in the dark about what to do next. As the first point of contact between the bank and the decedent’s representatives, the design had to be appealing and on-brand, but also sober. The language had to be clear and specific, but also warm and human. Client feedback indicates that the package was viewed as a compassionate gesture of support during a difficult time.