When You Grow, Do It Right - Ally Bank

Insight - Get Ally closer to its audience.

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When it comes financial companies, it might be hard for customers to feel a personal attachment due to the stresses of dealing with finances. Ally banking has a friendly personality - they want to be right beside you for your best and worst moments. Therefore, Ally needs to find a way to get even closer to their customers. 

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In this campaign for Ally Banking, I developed a friendly and approachable plum mascot that embodies growth and responsibility, aligning with Ally's key brand color and motto, “Do it right.” The plum’s message, “When you grow, do it right,” ties the themes of financial growth and trustworthiness to the natural life cycle of a plum. As a symbol of growth, from plum to prune, this mascot provides a warm, memorable, and relatable way to connect with customers of all ages, emphasizing Ally's commitment to being with you every step of the way. ​​The Ally plum is just like anyone else - trying to navigate important steps in life with finances.