#WeDoGood Campaign

Challenge:
Sunrise Banks is a certified B Corp and Benefit Corporation committed to social and environmental responsibility. Each year, the bank reports on its impact, but needed a way to make that story tangible for employees, customers, and community partners. The opportunity was to transform annual reporting into a movement of kindness that would resonate across digital, physical, and interpersonal spaces.

Solution:
I helped concept, design, and lead creative execution for the #WeDoGood campaign, a brand storytelling initiative designed to promote Sunrise’s community impact while inviting others to take part. This multi-channel campaign included a full transit wrap, environmental branding, a custom storytelling video, and the Cards4Good wall: an interactive, in-branch experience that inspired everyday acts of generosity.

My Contributions:

• Campaign Strategy & Creative Direction
  • Led concept development, design execution, and rollout of the #WeDoGood brand identity
  • Directed design for campaign assets, including a full Green Line train wrap, exterior branch murals, and wall/floor graphics for HQ and retail locations
  • Developed integrated messaging and visuals for internal comms, social media, and physical brand experiences

• Experience Design: Cards4Good Wall
  • Inspired by a Kate Spade activation, I brought the Cards4Good wall to life in a busy branch location
  • Designed colorful envelope installations containing cards with actions in three categories:
    • Motivational Quotes
    • Acts of Kindness (e.g., buy a coffee for someone)
    • Donation Prompts (redeemable at a teller window for donation to a nonprofit of choice)
  • Turned passive traffic into an active and emotionally resonant brand moment

• Video Production & Seasonal Campaigns
  • Directed creative for the “Spread the Warmth” winter clothing drive video, extending the campaign’s community impact narrative into storytelling content

Impact:

• #WeDoGood campaign was named a finalist in the 2018 Shorty Social Good Awards (Financial Services, Social Movement category)
• Sparked widespread participation from customers and employees, driving engagement 
• Reinforced Sunrise Banks’ position as a purpose-led brand and community catalyst