USC Credit Union
This project started with three asks:
Give the brand a visual facelift on social media
Give the brand an approachable, informative voice
Reach out to underserved communities
As de facto creative director, I led the development of their new voice and visual style.
This client was not afraid to walk the along the line of difficult subjects like racial justice and gender inequality. I loved that about them. I had to find ways to delicately discuss these topics by sticking to facts, using community-oriented language, and positioning USCCU as a solution with phrases like “financial inclusion”, “economic equity”, “community-focused”, and “people-driven”.
Below are paid social ads. I chose to highlight the loan service in yellow and keep subjects are in full color to draw a direct visual line between the two– bank with us, enjoy the service. When selecting stock photos, I always try to choose diverse subjects of all races, ages, and body types.
