CREDIT UNION OF SOUTHERN CALIFORNIA
We See You, SoCal Campaign
The Challenge
Credit Union of Southern California has long been a trusted financial partner across the region but in a crowded financial services landscape, trust alone isn’t always enough to stand out. CUSoCal needed a campaign that would cut through category sameness, reinforce its deep community connection, and promote multiple, distinct financial offers without fragmenting the brand or inflating production costs.
The opportunity lay in something uniquely their own: a nickname their members already embraced. CUSoCal, heard as, “See You SoCal.” From that insight, a simple but powerful idea emerged.
PROJECT SCOPE:
- Concept & Strategy
- Art & Creative Direction
- Design
- Copywriting
- Digital & Print
- Overseeing Video & Photography
- Placement
- Overseeing Production
The Insight
If CUSoCal is “See You SoCal,” then the brand’s promise becomes clear: We see you.
We see your life, your ambitions, your family, your milestones, and your momentum. We understand Southern California not as a market, but as a mindset. That insight became the foundation for a campaign that was both deeply human and highly flexible.
The Idea
We See You SoCal. A declaration, not a tagline.
The campaign reframed CUSoCal as more than a financial institution. It repositioned the credit union as an empathetic partner in members’ everyday lives. By leading with emotional recognition before introducing product offers, the work connected on a personal level while still delivering a strong promotional message.