BANK LIKE YOU LIVE HERE

The message: your money has power and choosing to bank locally will strengthen the community you call home.

For a credit union that's been part of the Tucson community for 75 years, we leaned into the essence of Southern Arizona itself with a narrative that felt as rooted in place as a saguaro cactus.

By using the vibrant cultural symbols that define the region, we created a natural salience: if you live here, you bank with us.

With its energetic, colorful tone and playful nods to the desert’s unique mix of Mexican and Native influences, this campaign became more than a tagline. It was a rallying cry for community resilience in a world that too often takes more than it gives.

This was continuation of work we had done with Vantage West over 6 years — built on our strategic guidance and creative direction — helping them grow from $1.6 billion to $3 billion in total assets.