From Mayday to Payday Payoff

Building trust in underbanked customers.



A leading credit union needed to better understand emotional context in promoting a new loan program to its customer base. Largely underbanked, often in difficult financial straits, and sometimes under extreme stress, its customers struggled with trust and with understanding loan details—yet were desperate for more stable ground.


Through Photo Resonate techniques and interviews with current customers, we tapped the empathy to understand their stress and desperation about debt.



With clarity that their customers deeply valued financial “room to breathe,” we struck the emotional core of the campaign—and gave the company the vocabulary and context to fine-tune its communications, ultimately inspiring greater trust with its clients.