As part of Vancity’s rebrand and evolution, I worked on campaigns built around the idea of “Me and the We” — helping people improve their own financial lives while contributing to the greater good. The work positioned Vancity as a values-driven financial institution grounded in social responsibility and real-world empathy.
Don’t Give Up
This campaign responded directly to Vancouver’s affordability crisis. We invited young people to share their real experiences, hopes, and frustrations, and built two broadcast and digital spots around their voices. The result was a rare moment of honesty from a financial institution — acknowledging the problem and committing to being part of the solution. The campaign gained strong public engagement and reinforced Vancity’s role as a trusted, human-first brand.
This campaign responded directly to Vancouver’s affordability crisis. We invited young people to share their real experiences, hopes, and frustrations, and built two broadcast and digital spots around their voices. The result was a rare moment of honesty from a financial institution — acknowledging the problem and committing to being part of the solution. The campaign gained strong public engagement and reinforced Vancity’s role as a trusted, human-first brand.
Recruitment Campaign — “Part of Something Greater”
For Vancity’s recruitment work, we told the stories of real employees across departments, highlighting why they chose to work there and what they loved about their communities. The campaign drove a significant increase in recruitment interest while strengthening internal pride and culture.
For Vancity’s recruitment work, we told the stories of real employees across departments, highlighting why they chose to work there and what they loved about their communities. The campaign drove a significant increase in recruitment interest while strengthening internal pride and culture.
“banking with a conscience and the courage to say it out loud”
