CEFCU is not a bank: it’s better. A credit union whose mission is to put its members first, CEFCU understands that each of its members has a unique financial journey, and strives to help them meet their goals through honest and helpful lending, sharing in success, and giving locally.

In collaboration with copywriters, creative directors, the brand development team, the PR-social media team, and studio production artists, we concepted and pitched the What Really Matters brand idea to the CEFCU team, which aims to bring awareness of the brand to a new, younger generation of membership. We brought the campaign to life through tv commercials (:30, :15, and :06 versions), social video ads, billboards, kiosks, display banners, transportation toppers, gaming displays, and more.

Agency: Hiebing | Role: Art direction, graphic design, brand idea concepting, video concepting, storyboarding