First Community is the top-ranked credit union in the state of Missouri, with more than 350,000 members and growing. Facing varied and expanding competition from other credit unions, traditional banks, FinTech companies and digital e-commerce giants, First Community was seeking to secure its position as the market leader. To do so, we collaborated with the client to develop an umbrella brand image campaign that allows for creative extensions to market an expanding portfolio of individual products and services. A key insight into First Community’s approach to business is a culture dedicated to doing what’s right for their members, always striving to help people keep moving forward. The resulting creative campaign takes us on heartwarming journeys with First Community members to illustrate the brand’s commitment to being a trusted financial partner through every stage of life.