MACU Cares Fund – Narrative Animation
Mountain America Credit Union
Mountain America Credit Union
Executive Event Branding, Environmental Graphics, Digital, Presentation Systems
Role: Creative Lead (Senior Visual Designer)
Role: Creative Lead (Senior Visual Designer)
The MACU Cares Fund video was an internal-facing animated story designed to humanize a sensitive financial assistance program for employees. The project required empathetic storytelling, clear communication of complex information, and close alignment with HR, Brand and compliance teams. I led the narrative development, visual direction, and animation execution end-to-end, partnering with a motion freelancer to deliver a warm, approachable piece that increased clarity and awareness of the program.
Context & Constraints
Context:
Context:
• Internal financial assistance program requiring empathetic, trust-forward communication
• Audience included employees and HR leadership
Constraints:
• Highly sensitive subject matter with compliance oversight
• Fixed production timeline with external animation partner
Narrative & Creative Direction
The creative approach centered on a simple, human story: a team member facing an unexpected crisis and discovering support through the Cares Fund. Rather than focusing on policy or process, the narrative emphasized reassurance, community, and dignity. Visual decisions prioritized warmth, clarity, and optimism to ensure the subject matter felt supportive rather than heavy.
Visual System
A cohesive illustration system unified characters, environments, and UI moments, balancing simplified forms, soft color palettes, and expressive motion. The system supported emotional clarity while remaining consistent with Mountain America brand standards.
Reflection
Though my title was Senior Visual Designer, I operated as the narrative and visual lead for the project—shaping the story, guiding cross-functional alignment, and managing animation execution. The final piece demonstrated my ability to lead emotionally sensitive storytelling while balancing brand, compliance, and production constraints
.