As a 60 year stalwart institution in Washington state, and sitting as the 12th-largest credit union in the country, WSECU was still a relatively small player in the eastern city of Spokane. When WSECU asked us to create a digital brand awareness campaign that would intrigue millennials on a limited marketing budget, we decided to go ask said millennials themselves what they expect in a financial institution. We traveled the state, heard from the people, mapped a strategy, and started to drive a long-term vision for the brand.