The Brief:
Synergy Credit Union wanted an ad campaign focusing on the evolution of financial services, positioning Synergy as a forward-thinking leader in this area. The starting point was a brand story written by Kathy from Fincopy, showing how banking has evolved from Synergy’s beginnings in the 1940s to the current tech era. The story used fun language, with numerous pop culture references from decades past. The campaign would be released in phases throughout the year.
Solution:
I developed the tagline ‘Financially Forward’ - simple and versatile so it could be used over the year and beyond. Previous campaigns had typically used photography, so I went in a different direction. I created over 30 illustrations - both financial-related and other fun items - that fit with the brand story and could be used in a variety of ways. The deliverables included billboards, social media ads, print ads, online banner ads, and in-branch materials. Paired with some catchy headlines and a vibrant colour palette, the ads directed people to read the brand story where they could learn some interesting facts and enter giveaways.
My Roles:
creative direction, art direction, design, illustration, copywriting