Move Up to Living Brand
We started with the Living Brand Branding Guidelines. We named employees “pathfinders” to help them understand their role within the new campaign. The mantra became: “We are pathfinders. All of our members are on a financial journey of success. Members chart their own journey. Each person defines his/her own success. We help guide the way.”
The campaign told the stories of milestones we all face on that journey, from commingling funds after marriage to being a single parent with kids. These were real stories about real members to help connect and drive engagement. People could see themselves in the stories and relate to the issues and solutions.