Role

Led creative direction across concept development, art direction, and client presentations while at Rusty George Creative.​

Outcome

Delivered a cohesive, multi-channel campaign that increased visibility across Harborstone's product portfolio while helping position the credit union as a more approachable and customer-focused financial partner.

Challenge

Create an awareness campaign that showcased Harborstone Credit Union's full range of products and services while differentiating the brand from traditional financial institutions that often feel impersonal, transactional, and difficult to relate to.

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Approach

Developed a campaign centered on approachability and personality, using playful illustration, lifestyle imagery, and relatable storytelling to create a more engaging and human brand experience.

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Focused on transforming financial products from feature-driven offerings into real-life moments and aspirations, helping customers see how Harborstone could support their goals, interests, and everyday needs.

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Built a flexible visual system that scaled seamlessly across digital, print, and mobile channels while maintaining a consistent and recognizable brand presence. The result was a warmer, more accessible expression of the Harborstone brand that helped strengthen customer connection and engagement.