MACU Cares Fund – Narrative Motion System
Mountain America Credit Union
Mountain America Credit Union
Narrative Strategy, Illustration System, Motion Storytelling, Internal Communications
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 strategy, visual direction, and cross-functional execution end-to-end, partnering with a motion collaborator to translate the story into a warm, approachable experience that increased clarity and awareness of the program.
Context & Constraints
Context:
Context:
• Internal financial assistance initiative requiring empathetic, trust-centered 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 strategy centered on a grounded, human narrative: a team member navigating unexpected hardship and discovering support through the Cares Fund. Rather than emphasizing policy or process, the story focused on reassurance, dignity, and organizational care. Visual decisions prioritized warmth, clarity, and optimism to ensure the experience felt supportive rather than instructional.
Visual System
A cohesive illustration system unified character design, environments, and interface moments through simplified forms, restrained palettes, and expressive motion language. The system balanced emotional accessibility with consistency across Mountain America’s broader brand ecosystem.
Reflection
Though my title was Senior Visual Designer, I functioned as the narrative and visual lead for the project—shaping story structure, guiding cross-functional alignment, and directing animation execution from concept through delivery. The final piece demonstrated my ability to lead emotionally sensitive storytelling while balancing brand, compliance, and production realities.
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