National Cooperative Bank: Defining a New Category in Socially Conscious Banking

National Cooperative Bank (NCB) has spent four decades supporting cooperatives, small businesses, and community organizations. When they set out to launch consumer checking and savings products for the first time, they needed a campaign that would introduce their individual banking division while staying true to their mission-driven roots. NCB’s challenge was twofold: highlight their longstanding commitment to community impact and position themselves as a modern, convenient alternative to traditional big banks.

As Creative Director, I led the development of a national campaign that articulated this balance with clarity and conviction. Through field research and audience insights, we developed the concept “You Are What You Bank,” a simple yet powerful message connecting everyday banking decisions to real-world impact. The creative strategy emphasized that choosing NCB means supporting local businesses, expanding health care access, advancing renewable energy, and strengthening the communities people care about.

We executed a full creative system that included campaign identity, photography direction, digital strategy, video advertising, and print collateral. From our content capture, we produced a landing page, a one-minute hero spot, short-form social videos, and digital ads tailored for targeted outreach. The result was a cohesive, mission-forward campaign that not only introduced NCB’s consumer offerings to a national audience but clearly positioned the bank as a leader in socially conscious finance.

Role: Creative Director, Senior Graphic Designer, Digital Manager, Content Strategist, Photoshoot and Video Director

Deliverables: Landing Page, Digital Ads, Promoted Social Videos, Social Media Graphics, Promoted Social Advertising, Photography and Video Shoots