In 2021, Minneapolis was navigating a difficult chapter—reeling from the trauma of George Floyd’s murder, ongoing civil unrest, and the isolation of the COVID-19 pandemic. Amid this uncertainty, Hiway Credit Union came to us with a clear but complex ambition: they wanted to be a source of hope. Not through performative branding, but through meaningful connection. Their challenge was to show the community that—even in hard times—there was still good to believe in. And they wanted to amplify the work already being done at the street level.

Our first step was to meet them where they were already making a difference. Hiway had long been supporting underrepresented communities—investing in small businesses, backing nonprofits, and uplifting local events that unify neighborhoods. They weren’t new to the work; they just weren’t telling the story broadly.

Working hand-in-hand with the client, we developed a campaign built around the idea that we’re more connected than we think. Through a series of three interwoven storylines, we spotlighted real people working to lift up their communities. Each vignette showed how seemingly small acts ripple out and touch others. The stories were rooted in authenticity, filmed in local neighborhoods, and designed to feel like slices of real life. Hiway wasn’t just talking about doing good—they were part of the fabric of it.

The campaign resonated deeply across Minneapolis–St. Paul, serving as a unifying narrative during a time of rebuilding. Community members recognized Hiway as not just a financial institution, but a neighbor and ally. Though difficult to quantify, the goodwill generated led to increased social media engagement, stronger community partnerships, and a notable lift in brand sentiment in post-campaign tracking. More importantly, Hiway became more than a credit union—they became a brand people associate with belonging, resilience, and everyday goodness.

Role: Art Director, Concepting

Agency: Swim Creative
Co-Creative Director: Patrice Bradley
Copywriter: Andy Bennett
Graphic Designer: Tyler Johnson
Videographer: Dallas Currie