For Citadel Credit Union, the challenge was striking the balance between small-town warmth and big-bank capability. They wanted to show that while they offer all the modern tools and services of national banks, their roots—and relationships—run local and deep. Partnering with my copywriter, we developed a campaign full of hometown charm and human touches, crafting visuals and messaging that felt familiar, friendly, and full of trust. The result was a brand story that resonated with members and prospects alike—reminding people that banking can be both personal and powerful.