CUETS Financial’s CHOICE REWARDS® loyalty program has an annual Spring Campaign to promote enrolment for the Choice Rewards credit card products. Every year, the campaign theme and prizing is different, so that credit union employees have a fresh, fun way to promote these products. The ask was to create a website for credit union employees to learn about the products and promotions, and a smaller website for credit union members. We also created email blast communications, banner ads, and an instructional webinar for credit union employees.
ART DIRECTION / DESIGN / UX
Our team was responsible for coming up with multiple marketing campaign ideas, including education components and prizing for both credit union staff and members. The CUETS team then vetted our ideas and chose to move forward with the travel themed Spectacular Spring Escape.
I led the project creatively and worked with my team to get all of the creative pieces up and running on a tight deadline. I designed the key screens for the project, and sketched out concept ideas for our talented illustrator to bring to life.
Most credit unions service small towns and rural areas, so the brands have a more casual feel. The Choice Rewards brand is no different. It's fun & colourful, and we brought this element into our work. I collaborated with talented illustrator Richard Thompson to create the main campaign creative pieces featured below.
Some early sketch ideas I drew for the illustrator:
-which turned into these beautiful travel destination illustrations. They were drawn so that they could be a seamless loop, allowing for a gorgeous rotating background on the sign-in page of the website.
Selfies have become one of the most popular forms of self expression – and one of the best ways to brag about your vacations! We wanted in incorporate the spontaneity and fun of selfie photos with Rick's destination illustrations to give the user that feeling that they could go anywhere and have the time of their life with the Spectacular Spring Escape. The images below are from the Staff website.
I created a campaign style guide for our developers and other agency partners to follow:
ANIMATED GIFS! Yes animated gifs - and email blasts too. This campaign has it all, along with in store marketing pieces like posters, table topper signs and more. The great thing about this campaign was that it was so bright & fun that it was a big hit with credit union employees and members alike.