Our team worked closely with JSCFCU’s executive, marketing, and creative teams to develop a comprehensive rebranding video campaign that introduced the Wellby brand and highlighted its expanded services. A key goal was to ensure a seamless transition for existing members, which guided the strategy behind the Teaser, Rationale, and Launch videos. Each phase thoughtfully introduced new visual and voice elements while retaining familiar aspects of the existing brand to build continuity and trust.

In parallel, the campaign was designed to engage a younger audience who may be less familiar with the advantages of credit union banking. To reach them, we incorporated lighthearted, playful moments and relatable life scenarios that align with key milestones. This approach helped create an emotional connection and positioned JSCFCU as a relevant, approachable financial partner.

The campaign rolled out in stages over approximately six months, beginning with the videos featured here. As it evolved, the creative transitioned into a more vibrant, colorful character-animation style, further elevating visual interest and audience engagement.

Throughout the collaboration, the focus remained on clearly communicating the rebrand while effectively promoting Wellby’s new offerings. By combining strategic storytelling, gradual brand evolution, and relatable content, the campaign was built to resonate with both existing members and a younger demographic—driving awareness, interest, and long-term engagement.

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