The Brief:
The goal of Synergy Credit Union’s latest ad campaign was to focus on the variety of products and services that can help people through major life milestones (college, large purchases, retirement). The campaign needed to be released in phases over several months, with each phase focusing on a different milestone. A general overview campaign would be launched first to establish the campaign theme.
Solution:
I developed the tagline ‘Be Ready. Be Resilient.’ to align with the industry’s current focus on financial resilience. ‘Be Ready…’ would then be expanded with each milestone.
Long-form stories were written by Fincopy for the campaign landing page. The stories introduce an extended family of characters and show how Synergy has helped them navigate their lives. I created illustrations for each character, and developed a concept based on a wall of family photos. Each photo frame could be zoomed in on to tell that characters story.
The illustration style was fun and simple, keeping the animation budget reasonable. With video being a key medium for the campaign, Honeycut Studios were brought in to bring the characters to life with animation and video editing. Other deliverables were social graphics, billboards, in-branch digital displays, posters, print ads, and more.
My Roles:
creative direction, art direction, design, illustration, copywriting