Role

Led creative direction across concept development, art direction, and client presentation while at Rusty George Creative

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Outcome

Delivered a cohesive, multi-channel campaign that strengthened brand visibility and positioned Harborstone as a more approachable financial partner. The direction resonated immediately with the client, reinforcing confidence in the creative approach.

Challenge

Create an awareness campaign that would showcase Harborstone Credit Union’s full range of products while differentiating the brand from traditional, “stuffy” financial institutions. 

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Approach

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

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Focused on shifting the perception of the credit union from traditional and transactional to warm, accessible, and relatable, while clearly communicating the breadth of its offerings across mobile, digital, and print channels.

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Built a flexible visual system that could scale across formats while maintaining consistency and reinforcing the brand’s more modern, customer-focused tone.