Financial Exploration was created to bring awareness to Michigan First’s new approach to financial wellness — a more complete, guided experience that helps members understand where they’ve been, where they are, and where they want to go financially. The program is built around a clear three-part journey, combining education, tools, and one-on-one support to help people create a strategy for long-term success. This project included full campaign design and creative direction, shaping the visual identity and overall look so the experience felt approachable, distinctive, and aligned with the Michigan First brand. The initial marketing rollout was also led in collaboration with the marketing team.

The project logo and visual system were developed alongside social graphics, animated social content, digital posters, and in-branch digital screen creative. The core challenge was translating the idea of “exploration” into a visual language that felt engaging and unique — not sales-driven — while still supporting a detailed, guided financial experience. The creative approach leaned into an urban outdoor lifestyle feel, borrowing cues from outdoor exploration to reframe financial progress as part of building a fuller life experience. Since launch, the program has supported more than 50,000 Financial Explorations over the last two years.