PROJECT: Driving the UMCU brand to be engaging, conceptual, and innovative that is attractive to new and current University of Michigan Students. .
GOAL: To have new and current students open accounts with the Credit Union and to keep them open.
CONCEPT: This campaign extends across three U-M campuses: Flint, Dearborn, and Ann Arbor. On each campus a student’s experience is different. U-M has a common tagline of “Go Blue!” amongst students and alumni. In Ann Arbor, a student’s experience might involve more athletic experiences, whereas Flint may hit an older, working demographic. Even on one campus, each student’s experience (or blue) is different from one another.
RESPONSIBILITIES: I was responsible to extend creative experiences across multiple channels: digital display ads, bus wraps, billboards, geofencing and geotargeting, print ads, social media, and U-M sports activations. I created all of these assets in collaboration with the Global Marketing IMG team, Michigan Athletics, UMCU Brand team, consumer & brand leads, creatives, digital designers, producers, writers, and partners to develop and execute multi-channel campaigns.
Copy: Haley Burrill | Art direction, design, and campaign asset management: Caili Dalian