Banking Different Campaign

I partnered with Honor Bank's sales and executive teams to develop a comprehensive marketing and creative strategy that would help them stand out in northern Michigan's crowded financial market.

Project Role

Workshop Facilitation

Campaign Strategy & Creative Direction

Digital & Print Design

From Campaign Strategy to Standout Success

We kicked off with a collaborative workshop to analyze the competitive landscape and identify opportunities for Honor Bank to evolve their brand. I presented three distinct campaign approaches, from conservative to bold, and they confidently chose the boldest option. I then brought their new brand voice to life across billboards, sales materials, direct mail, and digital ads, all designed to attract new customers with a fresh, distinctive message. The campaign's success sparked an ongoing partnership where I continued developing additional marketing initiatives and even contributed to the interior design strategy for a new branch location.

Challenges & Results

Ongoing Partnership

The campaign's success led to an ongoing partnership where Honor Bank continued to rely on me as a strategic partner for additional marketing and design services.

Challenge

Print Production

While I had years of experience in print, billboard, and direct mail design, other team members didn't. I created and led training sessions to bring them up to speed on these specialized formats.

Client Trust

Honor Bank confidently chose the boldest campaign approach, breaking from typical conservative banking marketing. This success led to an ongoing partnership where they continued relying on me as a strategic partner for additional marketing and design services.

Challenge

Buy-in

Honor Bank needed a marketing strategy that would set them apart in a crowded market. Working directly with their president and VP, I aligned leadership on a bold new direction that everyone could confidently support.

Process

Workshop Creation and Facilitation

I kicked off our partnership with Honor Bank by creating and facilitating a campaign workshop to uncover repositioning opportunities and gauge their appetite for creative risk.
Campaign Pitch

I worked with my team to brainstorm three campaign options, mild, medium, and spicy, that we felt confident presenting to Honor Bank's leadership.
Billboard & Print Design

I led the design execution for all campaign assets, including billboards, direct mail pieces, and other materials. For each touchpoint, I developed polished concepts and prepared production-ready files that met vendor specifications, ensuring a seamless handoff to all vendors.
Paid Ad Designs

I designed the paid media assets for Google and social media platforms, creating multiple ad variations optimized for each channel's specifications and best practices.