Golden 1 Credit Union
cREATIVE refresh
Golden 1 Credit Union needed to reinforce trust in a category often defined by rates and features. This creative refresh established a flexible campaign system designed to show up consistently across the year while keeping the focus on real, human experiences.
As lead ACD, Art, I drove the visual direction and helped shape the system, centered around the “Golden window”, a defining element that frames human-centered California lifestyle moments and creates a consistent, ownable brand presence.
The system was built to flex across multiple campaigns and seasonal moments, carrying through broadcast, OOH, DOOH, digital, social, and in-branch experiences, ensuring cohesion while allowing each campaign to express a distinct message.
Role: Creative Direction | Art Direction
TEAMMATES
ACD Copy: Kate Bryan
Art/Motion: Alex Miller | Baozhen Li
CD: Emily Yates
Count on Us
Q1 – New Year Connection
“Count On Us” focused on trust and reassurance as members reset for the year ahead. The work highlighted everyday situations where financial support shows up in real ways, positioning Golden 1 as a steady, dependable partner.
A Golden Summer
Q2/Q3 – Seasonal Push
The summer campaign shifted to a lighter, more energetic tone, capturing moments of travel, spontaneity, and everyday joy while maintaining a consistent brand presence across channels.
Make Every Dollar Bigger
Q4 – Value Concept
“Make Every Dollar Bigger” moved into value-driven messaging, focusing on how Golden 1 helps members get more from their money through clear, benefit-forward storytelling.
