In an effort to show some depth of experience, I several years ago accepted a role at a Midwestern bank. As I learned about the brand’s story and people, I started seeing a clear pattern: They were here for good.

That theme kept surfacing — here for good — and we leaned into it.

We launched the brand with a short film, integrated advertising, marketing, and PR. The founder watched the brand film and simply said, “Wow!” Which to me, confirmed it: this company was indeed, here for good.