Behavior change in action
Whether it’s healthcare, self-care or community care – each of our clients make an impact on the world in some way.
Relaunching the Wings Credit Union brand started with a simple challenge: help younger consumers understand what makes a credit union different from a traditional bank. Our brand strategy centered Own It on ownership—at a bank, you’re a customer; at Wings, you’re an owner. That means profits are reinvested in the financial health and experience of member-owners rather than outside shareholders. The campaign used real-life examples of empowerment, identity and financial independence to connect with 18–27-year-olds and challenge them to expect more from their financial institution. We also modernized Wings’ visual identity to reflect the bold, forward-thinking organization it had become. The financial services campaign launched with record new membership growth, total loans and savings.
Quit Partner needed a more human way to stand out in a category crowded with decades of quit-smoking and nicotine cessation messages. Easier Said Than Done flipped the familiar comments nicotine users hear on repeat, replacing lectures with honesty and empathy. The public health campaign extended across digital, social, video and point-of-purchase, reminding Minnesotans that free quit support is available whenever they’re ready.
Altru Health System’s marketing has always started with one consistent truth: community first. Most recently, the HOME specialty care campaign addressed the perception that advanced care meant traveling to a bigger city by putting Altru’s 60+ specialty offerings and real Grand Forks specialists front and center. Through strategy, creative and video, the healthcare advertising campaign built pride, preference and confidence in the specialty care available close to home.
After the pandemic reshaped commuter habits and rideshare became second nature for many, Metro Transit needed to rebuild relevance. We turned GO into the organizing idea for two back-to-back integrated advertising campaigns, promoting new Twin Cities bus rapid transit lines and system improvements while reframing public transportation as a quicker, more convenient way to travel. The work came to life across creative, digital and social.
Trimble needed one brand idea capable of connecting a complex transportation and logistics ecosystem. Fleet managers, brokers, shippers and drivers all needed better tools and more confidence to keep freight moving faster, safer and more efficiently. Never Stop Evolving let these professionals tell the story in their own words, creating a B2B marketing campaign that positioned Trimble as a partner that understood their needs while uniting three previously separate companies.
For the Minnesota Department of Health, the challenge was behavior change, not simply awareness. When COVID-19 vaccination rates plateaued, our research found many vaccine-resistant Minnesotans were open to reconsidering—they just didn’t want to be shamed, judged or lectured. That insight shaped It’s OK, a statewide public health campaign built around empathy, real stories and the freedom to change your mind. Rather than argue with people, the creative reframed reconsideration as a sign of intelligence and individual choice. The campaign helped triple vaccine doses administered and push Minnesota above 70% vaccinated. Our public health marketing work with MDH has also addressed flu vaccination, connecting individual health decisions to a broader sense of community responsibility.
Health insurance can be confusing, and MNsure needed to give Minnesotans confidence they were making the right choice. Across a seven-year partnership, Be Sure reframed uncertainty as reassurance—knowing you had the right health plan and where to find financial help and exclusive tax credits. The health insurance campaign strengthened MNsure as a trusted resource through strategy, creative, digital and social, helping contribute to record levels of health coverage in Minnesota.
Research showed many Minnesota BIPOC entrepreneurs didn’t know what MEDA did or who it served. We clarified the organization’s value—Capital, Consulting and Connections—and built Backing the BOLD around real business success stories. The economic development campaign increased awareness while connecting entrepreneurs with consulting, commercial lending and other services designed to help businesses grow.
QUITPLAN Services had strong awareness, but enrollment was declining. No Judgments. Just Help. replaced judgment-heavy quit-smoking messages with empathy and support on smokers’ terms. The tobacco cessation campaign combined strategy, creative and experiential outreach to make quitting feel more approachable, driving record sign-ups and contributing to Minnesota’s smoking rate reaching a historic low of 16.2%.
Cheyenne Mountain Zoo is both a visitor attraction and a leader in conservation, but local audiences didn’t fully understand how the two were connected. Fun+ and Reconnect showed that having fun at the Zoo also helps fund conservation, animal care and wildlife protection. The tourism advertising campaigns brought that story to life through strategy, creative and video, changing perceptions while driving year-over-year increases in attendance.
UnitedHealthcare Student Resources faced a clear healthcare behavior challenge: college students were going to the ER when more convenient and less expensive care options were available. Using relatable campus scenarios and humor, the health insurance campaign helped students understand where to seek care without lecturing them. At the top-offending universities, ER visits fell 17%.
In a crowded CPG food category, consumer research uncovered a powerful differentiator for Red Gold Tomatoes: preference rose when people learned its tomatoes were grown by family farmers the company personally knew. We turned that insight into a campaign featuring real growers and owners across creative, video and digital. The food advertising work helped drive all-time-high website traffic, 50%+ unaided awareness, a 20% increase in “brand used most often” and 5.6% average sales growth in year two.
