MACU Kart – Campaign System
Mountain America Credit Union
Mountain America Credit Union
Role: Senior Visual Designer (Creative Lead)
Timeline: 2022-2025
Timeline: 2022-2025
MACU Kart is a multi-year internal sales initiative designed to drive adoption of insurance protection products through gamification. Over four consecutive years, the campaign evolved into a widely recognized system used across Consumer Lending, Training, and Organizational Communications.
As the sole creative lead, I owned the campaign identity and system evolution—developing a scalable framework that could be refreshed annually without losing recognition or engagement.
Context and Challenge
Unlike a one-time campaign, MACU Kart required sustained creative evolution:
• Re-engage employees year over year without creative fatigue
• Maintain a recognizable identity while introducing new seasonal content
• Balance playful, gamified experiences with enterprise brand standards
• Support multiple teams with differing needs and timelines
• Maintain a recognizable identity while introducing new seasonal content
• Balance playful, gamified experiences with enterprise brand standards
• Support multiple teams with differing needs and timelines
The challenge was to design a system that could endure over time, not just launch successfully once.
Approach
I treated MACU Kart as a living campaign system rather than a one-off creative direction
The framework was built around two principles:
Consistency as a foundation
Core elements remained stable across years:
Consistency as a foundation
Core elements remained stable across years:
• Campaign identity and logo system
• League-based competitive structure
• Foundational visual language
• League-based competitive structure
• Foundational visual language
This continuity ensured immediate recognition and reduced onboarding friction for returning participants.
Variation as engagement
Each season introduced new:
Variation as engagement
Each season introduced new:
• League environments and themes
• Visual storytelling elements
• Supporting campaign graphics
• Visual storytelling elements
• Supporting campaign graphics
This allowed the campaign to feel fresh annually while operating within a consistent system.
Execution
The system was deployed across a wide range of applications.
• Campaign identity and key art
• Gamification elements (pins, leagues, incentives)
• Training materials and onboarding assets
• Progress tracking and internal communications
• Environmental and promotional materials
• Gamification elements (pins, leagues, incentives)
• Training materials and onboarding assets
• Progress tracking and internal communications
• Environmental and promotional materials
Impact
Over multiple years, MACU Kart evolved from a recurring initiative into a recognizable internal campaign system.
• Established a consistent framework for annual campaign execution
• Enabled scalable creative production across multiple departments
• Sustained engagement through structured variation rather than full reinvention
• Enabled scalable creative production across multiple departments
• Sustained engagement through structured variation rather than full reinvention
Reflection
This project required operating beyond a traditional design role—owning long-term creative direction, evolving a system over time, and supporting cross-functional adoption.
It reinforced the importance of building durable creative systems that balance consistency and change, allowing campaigns to scale and sustain engagement within complex organizations.