A joyful woman with dark braided hair and a royal blue ribbed turtleneck sweater smiles widely, covering one eye with a blue and white Sikorsky Credit Union card. Her eye makeup is a bright orange winged liner, contrasting against the vibrant blue background. The lighting highlights her face and the card, creating a playful, optimistic mood.

Making banking part of your wellness routine

Client

Sikorsky Credit Union

Role

Brand Campaign and Positioning

Overview

Turning financial health into self-care.

Here’s the harsh reality of the financial services industry: 42% of consumers can’t tell one financial brand from another. They’re all singing the same song about rates or telling people they’ll help their dreams come true. All while people lose sleep over money. For Sikorsky Credit Union (SCU), we needed to win across generations, differentiate in a look-alike category, and convert intent into loans, checking, and membership growth.

Services: Brand Strategy, Visual + Verbal Identity, Marketing Campaigns, Video Production, UGC Partnerships, Paid Media
Type: Marketing Campaign & Ongoing Strategy
Industry: Financial Services

Impact

Business-moving effectiveness.

#1: Named Connecticut’s top #1 credit union 6 years in a row
85%: Increase in assets (from $700 million to $1.3 billion over a ~4 year period
92%: Users in research that felt our financial wellness platform resonated with them
1st: In unaided brand awareness amongst credit union competitors
29%: Above goal for number of loans funded
30%: Increase in key conversion events on the website

Play Video

A smiling Black man, wearing a beige knit cap and black turtleneck, gazes upwards with a hopeful expression against a vibrant blue background. Dramatic lighting casts a sharp shadow diagonally across the upper left and right, highlighting his smooth skin and the subtle texture of his clothing.

Strategy

A human insight we tapped into.

Our research uncovered that financial stress was the top factor negatively impacting Americans’ mental health, eroding day-to-day well-being. We spotted the trends around mental and physical health, and online conversations focused on building wealth. And we saw the opportunity to connect them.

Being smart with your financial life is self-care.

This was a fundamental reframe of what banking could mean in people’s lives. While the wellness industry was booming and self-care was becoming mainstream, nobody had connected the dots between financial wellness and personal wellbeing, until we did for SCU.

Visual Approach

A flexible system rooted in realness.

Sikorsky’s visual identity needed to flex across diverse offerings, but always feel warm, human, and approachable. We created a wellness-inspired design system built around honest photography, textured backgrounds, and a palette that feels soft, grounded, and reassuring. Typography leans conversational to communicate with clarity and warmth, reflecting a trusted, real-world guide. Every element works together to reframe finances as an act of self-care, not stress.

Being smart with your financial life is self-care.

This wasn’t just a tagline. It was a fundamental reframe of what banking could mean in people’s lives. While the wellness industry was booming and self-care was becoming mainstream, nobody had connected the dots between financial wellness and personal wellbeing, until we did for SCU.

A large billboard for Sikorsky Credit Union is prominently displayed against a clear blue sky and brick buildings, featuring the slogan "Hidden fees aren't our style." The design uses various shades of blue with a modern, geometric aesthetic, and the text "Insured by NCUA" is visible in the bottom right corner. Bright daylight illuminates the scene, casting subtle shadows and highlighting the texture of the surrounding architecture.

Execution

Brand + performance equals movement.

The average bank–customer relationship lasts 16 years, and with 95% of our audience not in the market for a loan product, we prioritized an always-on brand presence built to compound awareness over time. That long-term storytelling was supported by performance messaging aimed at people actively searching for SCU’s offerings and those thinking about switching their primary financial institution, appearing across Streaming TV, Out-of-Home, Amazon Prime Video, Hulu, Spotify, Search, YouTube, Google Maps, Retargeting, Geo-Fenced Digital Advertising, Mobile, Instagram, TikTok, Facebook, Reddit, and Native Ads.Being smart with your financial life is self-care.

This wasn’t just a tagline. It was a fundamental reframe of what banking could mean in people’s lives. While the wellness industry was booming and self-care was becoming mainstream, nobody had connected the dots between financial wellness and personal wellbeing, until we did for SCU.

Play Video

From Our Team

I loved the financial wellness as self-care platform we uncovered and the way no other brand in the space was talking about it. It was something we believed in. We’ve built such a solid foundation for the long-term health of their brand that continues to pay dividends.

David Klineberg

President/Partner

Gallery

Two men lean over a wooden desk, engrossed in a video call displayed on a laptop, with a large, vibrant mural of a cherry blossom tree and a quaint house behind them. The man on the left, wearing a white baseball cap and dark jacket, holds papers, while the man on the right, with dreadlocks and a light-colored sweater, reaches toward a payment terminal. The scene feels modern and collaborative under bright, even lighting.

Two men walk across an asphalt lot towards the brick exterior of Sikorsky Credit Union on a bright, sunny day. The man in the foreground, wearing a dark puffer jacket, casts a long shadow as he approaches the building, which features large windows and a clear blue sky overhead. The mood is clear and purposeful, as if on a site visit.

Words

“May 2025 was an incredible month for both our Mortgage and Consumer Lending teams…It wasn’t just our best production month of the year-it was likely one of our top 5 months of all time.”

Ken Ferrari

Chief Lending & Growth Officer

“I’m very proud that in 2024 we originated more loan volume than any credit union in Connecticut-marking the second year in a row we’ve achieved this milestone.”

Ken Ferrari

Chief Lending & Growth Officer

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