Capturing Attention in a Crowded Financial Market
ART DIRECTION | GRAPHIC DESIGN | CAMPAIGN CREATION | BANKING & FINANCE
The Project
Increase personal loan and mortgage applications while repositioning San Francisco Federal Credit Union as a modern, relevant financial partner for younger consumers.
The Challenge
Loan applications were consistently falling short of monthly goals, and the credit union faced a broader brand perception problem. Many younger consumers overlooked credit unions altogether, viewing them as outdated or less relevant than larger financial institutions.
The challenge wasn't simply generating awareness—it was changing perceptions in a crowded, highly competitive market while motivating people to consider borrowing from a brand they hadn't previously considered.
The Strategy
Rather than relying on traditional financial messaging, we focused on understanding what would capture attention and spark conversation among a younger audience.
We began by testing multiple headlines across different San Francisco neighborhoods to identify which messaging generated the strongest response. Those insights informed a campaign built around bold, unexpected copy that challenged category norms and encouraged people to rethink what a credit union could be.
The strategy wasn't to blend in with other financial advertising—it was to create memorable moments that people would stop, talk about, and share.
The Solution
Developed an integrated out-of-home campaign featuring provocative, humor-driven messaging placed in high-visibility locations throughout San Francisco, including busy transit corridors, restaurant districts, nightlife areas, and office corridors.
Each placement was intentionally selected to maximize visibility and conversation, allowing the campaign to extend beyond the billboard itself through social sharing and word of mouth.
By combining strategic message testing with attention-grabbing creative, the campaign successfully increased awareness while reinforcing the credit union's modern, approachable personality.
Impact.
Impact.
11% increase
in loan applications during the campaign period.
Viral Conversation
The campaign sparked an organic Twitter conversation, with audiences passionately debating the ads across the platform.
Brand Awareness Elevated
The widespread conversation significantly increased visibility and recognition for the brand.
Reached the Right Audience
We achieved our goal of growing brand awareness on the platform where our target audience was already highly engaged.
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Testimonial
Lauryn is a very creative, strategic and always gets the task completed and on time and within the branding guidelines…Armed with her graphic design expertise, market research and project management skills, she led the internal team and helped transform the San Francisco Federal Credit Union’s website to one that finally attracted the target demographic.
— Elaine L. (Marketing Manager)