UniBank is a central Massachusetts bank with 13 branch locations. With an already-established identity, the messaging needs range from local advertising campaigns to print collateral including posters, brochures and large billboard-sized banner ads. Whatever the tactic, the prevailing attitude is “local” and “connected.”
My Role: The chief role of art director for UniBank projects is expanded by the need for copy writing. A creative brief is usually a jumping off point for both the messaging and the form it will take. “Squirrel it away. We can help.” and “Change is good.” for a seasonal train platform ad, “You be you. You bank you.” for local small business publication campaign. “Next Level customer experience” for a technology and security transition campaign.