OOH Advertising
Concepting
Visual Direction
Introduction
FAIRWINDS is a credit union helping members become financially free by saving more, eliminating debt, building wealth, and living generously.
The Problem
The FAIRWINDS marketing team asked for advertising ideas that could boost memberships. As the team and I dug through research, we discovered not only was brand awareness incredibly low across Central Florida, but many people were unaware they were eligible for membership regardless of age or military affiliation.
First Concept
During a brainstorming session, the team discussed an idea we called the "Now You Know" campaign. The overall idea was to correct the misconceptions surrounding membership eligibility in an upbeat and informative tone that prompted people to take action. Before pitching the concept, I designed a bold visual direction using FAIRWINDS ' secondary color palette.
Visual Direction
Display Ad examples
After the initial review, the FAIRWINDS team requested ideas that avoided specific membership language. They aimed to develop a TV commercial for local networks that would capture attention with light-hearted humor. So it was back to the drawing board... literally.
Second Concept
Using the momentum we built from the first pitch, the team and I developed a new idea called the "Better Together" campaign.
The pitch focused on simple, humorous situations where we can't (or wouldn't want to) do certain things alone. In contrast, with the guidance and support from FAIRWINDS, personal finance becomes a lot less complex making it easier to navigate toward financial freedom. Needless to say, the marketing team loved the idea and production began.
Final Ad
A huge thank you to the team at Say it Loud! and Skystorm Productions for all the hard work.
