Raiz Federal Credit Union
Copywriting / Transcreation / Concept
Raiz Federal Credit Union’s rebrand wasn’t just about a new logo or name. It was about proving that banking could be simple, digital, and still human. That meant speaking to two very different audiences at once: younger members who wanted everything on their phone, and longtime members who still valued face-to-face service.
The challenge was to show that Raiz could deliver both without losing its personality. As lead writer, I helped shape a pair of narratives that struck that balance.
For younger audiences, we envisioned The Hub imagined a playful, virtual space inside the phone screen where everyday financial tasks became quick, approachable interactions, Colorful and upbeat, it was built to resonate with a generation raised on digital-first tools.
The Hub
As its counterpart, the Financial Hub campaign showcased Raiz’s new in-branch kiosks. The vision was more grounded, but the message was just as clear: technology enhances service, it doesn’t replace it. Members could still walk into a branch, see a familiar face, and manage their money with tools designed to make things easier.
The work stood out. Between YouTube, social placements, and even a TV spot during the Oscars, the campaigns generated over 216,000 impressions and strong video completion rates. More importantly, they drove app downloads and gave members an easy entry point into Raiz’s new tools.