Meet Frank: Attracting New Business Clients

STCU, the largest credit union in the Inland Northwest, partnered with Colormatics to evolve and expand its long-running “Here for Good” storytelling platform. The goal was to modernize their brand advertising while continuing to highlight real member stories through a more dynamic, digital-first creative approach called “Digital Do-Gooders.” The work also included a major business-focused campaign introducing a new character named “Frank” to promote STCU’s expanded commercial banking services.

Challenge

STCU had strong brand recognition and a history of community-driven storytelling, but their advertising risked feeling repetitive and similar to other credit unions. They needed a refreshed creative system that could: Modernize their storytelling approach Stand out in a crowded financial services market Communicate expanded business banking capabilities Maintain trust and emotional connection with members while introducing new messaging

Solution

Colormatics reimagined STCU’s “Here for Good” concept into the Digital Do-Gooders platform, combining live-action storytelling with motion graphics and social-first editing formats. This allowed member stories to feel more contemporary and adaptable across channels like Instagram and Facebook. In parallel, Colormatics developed a separate business campaign centered around the character “Frank”—a humorous, approachable spokesperson designed to simplify STCU’s expanded business offerings. The campaign included TV commercials, digital assets, billboards, and a website refresh to unify the messaging across touchpoints.

Results

The updated creative system significantly outperformed prior STCU digital advertising efforts, with reported performance increases of up to 10x in digital campaign effectiveness. The “Frank” campaign also drove measurable business growth, including a major increase in business website traffic and new member acquisition, with audiences specifically citing the character as a reason for engagement.