Faced with the challenge of separating themselves from the connotations generally surrounding financial institutions, Space Coast Credit Union commissioned a new strategy to help humanize their image and better address their audiences. “What matters to you, matters to us” became the driving force behind an extensive outdoor, newspaper, and interactive campaign that branched out across the southeast—conveying their new “Watchdog” philosophy of security and trust as well as featuring lifestyle imagery that connected with targeted demographics in varying locations.