PROJECT: Driving the EMUCU brand to be engaging, conceptual, and innovative that is attractive to new and current Eastern Michigan University Students.
GOAL: To have new and current students open accounts with the Credit Union and to keep them open.
CONCEPT: After Eastern Michigan University Credit Union closed down a few of their sports teams in 2018, with a lot of backlash. Our campaigns that were “athletic-looking” connoted negativity amongst the students after the sports team shutdowns. With this new campaign in 2019, we approached students with graphics that were attractive to athletes as well as students that weren’t interested in sports at all.
RESPONSIBILITIES: I was responsible to extend creative experiences across multiple channels: digital display ads, billboards, print ads, social media, and EMU sports activations. I created all of these assets in collaboration with the Global Marketing IMG team, Eastern Michigan University, EMUCU Brand team, consumer & brand leads, creatives, digital designers, producers, writers, and partners to develop and execute multi-channel campaigns.
Client: EMUCU | Copy: Haley Burrill | Art Direction: Caili Dalian