Summer Personal Loan Campaign

01. the challenge

SunWest Credit Union offered a highly-anticipated summer loan promotion every summer and winter. In order to attract new participants, the upcoming summer campaign needed to capture a fresh yet relevant take on the promotion. Personal loans had strict use clauses, and the following were the most popular reasons to apply:

Vacation expenses
Minor home renovations
Weddings or personal events
Debt Consolidation

The challenge was to create a visual to inspire customers to want to apply for a loan for any these specific purposes. Given the time of year and taking into account recent past campaigns and competitor campaigns, I brainstormed to pitch a lifestyle appeal direction for the summer season to my Marketing Director.

02. the strategy

Scooping up inspiration from my own travels, lifestyle magazines, and clothing brands I presented the poster visual directions to my Marketing Director for approval. Once the copy and design I created in Adobe Illustrator was approved for the poster, I went on to create all the other campaign assets. My goal was to translate the overall look and feel of the campaign as I resized and prepped final files to readily scale across different digital platforms, like social and Google ads. I used elements and layouts from my poster design and brought them into Adobe After Effects for social designs and Photoshop to create smaller gif file sizes for email and Google ad assets.

03. the result

The campaign was a fresh look, consistently presented, easily recognizable, and attractive to consumers. The templates I created for email marketing and social media marketing were easy for other team members to use throughout the campaign, and the designs helped reach the dollar amount goal for the summer promotion.