1. The Problem

BECU is a brand literally built on community. As a local not-for-profit credit union, BECU's brand awareness was at an all-time-high, but not for the eastern part of Washington State. As a part of launching WSU credit and debit cards, BECU needed to prove their dedication to the WSU community.

2. The Solution

When you think of Washington State University, the setting is front and center. The Poluse that our WSU Cougs call home is rolling hills of grain and crops that's iconic to this region. So, what better way to celebrate Cougs than a mural in a crop field on the way to campus?

3. The Process

Vendors were key for this project. The only way this creative idea could come to life was if we could assemble the right team who were up to the task. We found an earthwork artist who had been doing this kind of work for decades, and a video team that was onboard for this larger-than-life production. In 2020, I remotely coordinated production of the physical mural and oversaw post-production for photo and video social deliverables. In 2021 and 2022 I was able to travel to be on-site for the production to manage clients, develop deeper relationships with the vendors on the project and capture behind the scenes stills myself. 

1. The Problem

Until June of 2020, it was legal to fire any employee because they are LGBTQ+ (Human Rights Campaign Foundation). As of , 46% of LGBTQ+ workers are in the closet due to concerns about workplace discrimination, harassment and lack of action to resolve problems on behalf of employers (Leanin.org). 

2. The Opportunity



Compared to those who are not out, people who are out at work are significantly happier, have equal opportunity for advancement, have a positive relationship with their manager and also experience fewer micro-aggressions (McKinsey). 

3. The Solution

In June 2022 DNA Seattle launched “Come Out To Work”, an initiative to encourage LGBTQ+ workers to come out of the closet at work. We reached out to members of the LGBTQ+ community who were out at work to share their experience and shared these stories on Instagram. I was responsible for overseeing video edits to form the most cohesive story from the submitted videos and developed a social strategy and content calendar for the campaign. 

1. The Problem

BECU’s marketing materials were stale. The not-for-profit credit union was focused on helping their members throughout the pandemic, and marketing was not a priority. As a result, awareness and market share was decreasing. 

2. The Opportunity

One of the most compelling things about BECU is the way their members genuinely love BECU. Ask any member why they love BECU and they’ll likely have some story of how BECU went above and beyond for them, like calling them when they’re on vacation in Germany to make sure their card wasn’t compromised. Or a mortgage advisor showing a first-time-home-buyer that they can indeed afford a home and teaching them the whole home-buying process. Members love BECU so much that they’ll submit photos of their lives to use in marketing. No one in their right mind would do that for a bank.