This ad was aimed at elevating brand awareness for one of the three brands managed by the Saco & Biddeford Savings marketing team. Targeting high net-worth individuals in the Saco & Biddeford market, the campaign sought to establish an emotional connection by emphasizing the role of financial planning in supporting younger family members and the communities they call home. Through compelling storytelling and a refined visual approach, the ad reinforced S&B Financial’s position as a trusted partner in multi-generational wealth management.
This campaign, including video, print and digital, used humor to create a memorable and relatable connection between the three brands managed by the Saco & Biddeford Savings marketing department. By playing on the impossible yet familiar desire to accomplish multiple tasks simultaneously, the campaign effectively humanized the organization while reinforcing trust and cohesion across its brands. This lighthearted approach not only engaged audiences but also positioned the institution as an accessible and customer-focused financial partner.
Matching the style of the previous Summer Olympics campaign, this ad featured Saco & Biddeford Savings' new tagline, "It's a Mutual Thing." By drawing a parallel between the teamwork required in curling and the trusted relationship between SBSI and its customers, the campaign emphasized the institution's commitment to mutual success. Featuring a local curling club supported by an SBSI donation, the ad further underscored the bank’s dedication to community investment, strengthening its brand identity through authenticity and shared values.
This campaign leveraged the excitement of the Summer Olympics to highlight local high school athletes from every town where Saco & Biddeford Savings operates. Tied to the bank’s tagline at the time, “In It Together.” the campaign drew a powerful parallel between teamwork in sports and the collaborative relationship between SBSI and its customers. By celebrating local talent and community spirit, the ad reinforced the bank’s commitment to partnership, trust, and shared success.
See above.
This ad built on the success of the previous Heartbeat (below) campaign, serving as a heartfelt message to the small businesses that continued to serve the communities in SBSI's market during the COVID-19 pandemic. By showcasing these essential businesses and their deep connection with Saco & Biddeford Savings, the ad reinforced the bank’s unwavering commitment to the community. This message of appreciation not only strengthened SBSI’s reputation but also underscored its role as a trusted financial partner dedicated to supporting local businesses in challenging times.
This campaign was a strategic response to the economic uncertainty during the COVID-19 pandemic, highlighting iconic small business customers. By showcasing these well-known local brands without directly promoting specific commercial banking products, the ad positioned Saco & Biddeford Savings as a leader in the commercial banking space while also strengthening its reputation among a broader audience. This approach reinforced SBSI’s deep-rooted commitment to local businesses, fostering trust and goodwill across both commercial and consumer segments.
As a mutual savings bank, we prioritize supporting the people and communities we serve, because we're proud to live and work here, too.
Since 1827, we have been consistently involved in various local clubs, non-profit organizations, and community groups in an effort to help make our community a better place to live and work.
In 2022, with Paquin & Carroll Insurance, we donated over $660,000 to more than 300 non-profits and community organizations throughout Maine, including food pantries, mental health organizations, schools, youth groups, sports teams, the arts, elderly care, social service organizations and so much more.
By serving as an active presence in our communities, we hope to encourage others to do the same. Because being there for others not only enhances personal growth, but positively impacts the well-being of our neighbors and friends as well.
It's a Mutual Thing.
We're not just your bank.
We're your neighbor.
Looking out for you.
You need something, just ask.
Because we know you'd do the same for your neighbor.
It's a mutual thing.
You can call us Saco Bidd.
Sure, we sponsor the local team,
But we'll also talk to you about the game.
We support the local coffee shop and grab a cup on the way to work.
You'll see our name on the concert poster,
But you'll also see our face at the show.
Share pictures of your grandkids as we prepare your legacy.
And maybe we'll help you buy your next home,
Just down the street from ours.
So yeah... we'll do everything we can to help you,
And together we can do incredible things.
It's a mutual thing.
The 'Mutual Thing' campaign marked the launch of Saco & Biddeford Savings' new tagline It's a Mutual Thing. The tagline represents a clever play on words rooted in both the bank's status as a mutual savings bank, and their belief that the relationship between bank, their customer and their community should all be mutually beneficial.
In the months leading up to the launch, the SBSI marketing team attended local events with a pop-up booth, capturing photos of community members and making donations to local nonprofits for each participant. The initiative extended online, encouraging additional photo submissions with the same charitable impact. The collected images were transformed into a powerful collage, showcased digitally and through large-format prints in select branches, symbolizing the bank’s mutual connection with its customers. The campaign also included updates to SBSI’s Reason for Being and Brand Manifesto, ensuring the tagline's message was fully integrated into the brand’s identity.
# Article written for Saco & Biddeford Savings blog
Life is unpredictable. A sudden car repair, an unexpected medical bill, or even a job loss can create financial stress if you’re not prepared. That’s where an emergency fund comes in. It’s your financial safety net, helping you cover unexpected expenses without relying on credit cards or loans.
If you don’t have an emergency fund yet, don’t worry! Getting started is easier than you might think and this guide will walk you through why an emergency fund matters, how much you should save, and the best ways to build one.
An emergency fund gives you peace-of-mind and financial security when life throws you a curveball. Even a small emergency fund can make a big difference. For example, an emergency fund:
The amount you need depends on your financial situation, but here’s a simple breakdown:
If your income is unpredictable or you have dependents, you may want to save even more. The key is to start small and build over time.
The best place for your emergency fund is in an account that’s easy to access but not too easy to spend.
Good options include:
Avoid keeping emergency funds in:
Building an emergency fund takes time, but the sooner you start, the better prepared you’ll be for life’s surprises. Open a [savings account] today and take the first step toward a stronger financial future.
This article for Saco & Biddeford Savings provided practical financial advice on the importance of emergency savings. Designed to educate and empower readers, the piece outlined the critical role an emergency fund plays in financial stability, helping individuals navigate unexpected expenses without derailing their long-term goals. It also offered a step-by-step guide on how to start and grow an emergency fund, emphasizing realistic savings strategies tailored to different financial situations. By blending expert guidance with accessible language, the article reinforced SBSI’s commitment to financial wellness and its role as a trusted resource for customers.
# Article written to showcase potential long-form writing for Lighthouse Credit Union blog
Managing money can feel overwhelming, but a budget makes it simple. A budget helps you see where your money is going so you can spend wisely, save more, and stress less. The best part? You don’t need complicated tools or advanced math, just a plan that works for you.
Start with the money you bring in each month. This includes your paycheck, side jobs, or any other regular income. Write down your total amount, this is what you have to work with. If you combine your income with someone else like a spouse or partner, add theirs in too.
Before you can plan, you need to know where your money is going. Look at the last month of expenses and sort them into two groups, needs & wants. Taking a look at your [Online Banking] and [Mobile Banking] can help make this step a lot easier.
Many people are surprised by how much they spend on things they don’t really need. A budget helps you take control of those choices.
Now, divide your money in a way that works for you. A good starting point is the 50/30/20 rule:
If money feels tight, adjust where you need to. Remember, this is your budget, so it can (and should) be customized to your needs.
You don’t have to track every penny by hand. Use a simple budgeting app or set up automatic payments and savings transfers through [Online Banking] or [Mobile Banking] so your budget runs in the background!
Life changes, and so should your budget. Check in each month to see what’s working and what needs tweaking. The goal isn’t perfection, it’s progress.
A budget isn’t about restrictions, it’s about freedom. When you know where your money is going, you can make better choices, build a safety net, and move toward your goals with confidence.
Need help getting started? We’re here for you. Visit one of our [locations] and we can help you build a stronger financial future, together.
This article showcased how financial education could be delivered in Lighthouse Credit Union’s brand voice (below): clear, confident, and empowering. Designed to help readers build confidence in managing their finances, the article broke down the fundamentals of budgeting, offering practical steps to track income, create a plan, and stick to it. With a focus on simplicity and action, the piece reinforced Lighthouse’s commitment to guiding members toward financial well-being, making budgeting feel less overwhelming and more accessible to members.
We believe in people.
People who want to do more, give more, build more, and make an impact.
Because when money moves with purpose, it creates change.
When success is shared, everyone rises.
You’re not just a member, you’re a catalyst.
Every dollar you save, borrow, or spend fuels something bigger.
A stronger foundation, a brighter future.
For over 80 years, we’ve been more than a credit union.
We are a movement of members driving change,
for you, for all, for good.
Do more with your money. Build more for your future.
Together, we will light the way.
Our voice is bold but never boastful, direct but never cold. We speak with the clarity of a trusted guide and the warmth of a close-knit community. Every word carries purpose, just like every dollar our members invest in their future.
We keep things simple, smart, and human. No jargon, no fluff. Just clear, impactful messaging that makes financial empowerment feel effortless.
We lead with confidence and care. We understand that money isn’t just about numbers, it’s security, opportunity, and possibility. So, we don’t just explain, we inspire. We don’t just communicate, we connect.
Our message is always member-first, mission-driven, and momentum-building. We don’t just tell people what we do, we invite them to be part of something bigger. Because when we succeed together, we all rise.
Our voice reflects who we are: a trusted financial partner, a force for good, and a movement of members making an impact. We speak with clarity, confidence, and care, ensuring every word resonates with purpose.
We are the compassionate guide: clear, knowledgeable, and always on your side. Our personality blends warmth with wisdom, expertise with empathy. We inspire action, celebrate progress, and make financial success feel both possible and personal.
Our tone adapts to different situations while staying true to our brand personality.
Across every touchpoint, our tone remains authentic, engaging, and mission-driven ensuring our words don’t just inform, but inspire.
Our voice remains clear, confident, smart, and caring across all communications but we tailor our tone and messaging to meet members where they are in their journey.
New members are just beginning their journey with us. We make them feel at home by being warm, inviting, and easy to understand. We focus on guidance, simplicity, and excitement about the possibilities ahead.
Long-standing members know us well, so we speak to them with familiarity, gratitude, and a shared sense of purpose. We reinforce their role in making an impact and highlight ways they can continue growing with us.
Those considering membership need to know why we’re different and why we’re the right choice. We communicate our mission with clarity and conviction, inspiring them to take action.
When speaking to community organizations, business partners, or local leaders, we emphasize our commitment to impact, financial empowerment, and building lasting relationships.
This case study is an exercise in applying my skills to an existing brand framework. Using Lighthouse Credit Union’s rebrand as a foundation, I’ve reimagined key brand elements to demonstrate how my approach to messaging, storytelling, and communication strategy aligns with the credit union’s mission and values. This is not a critique, but rather a showcase of how I think, create, and refine to illustrate how strong, member-focused storytelling can bring a brand to life.