This blog post was inspired by a recent episode of HabChat featuring members of Haberfeld’s Creative Team. You can listen to the episode right here.
When it comes to attracting new accountholders, creative strategy isn’t just about making a nice print piece or digital ad. It’s about telling the right story to the right people at the right time, and in a way that feels authentic and trustworthy.
At Haberfeld, our creative strategy is built on three core pillars: content, strategy, and design. Each one plays a critical role in helping community banks and credit unions stand out in their markets—and together, they turn marketing into real results.
1. Content: Start with Who You Are
Before we create a single ad, we get to know our clients the same way a potential accountholder would.
That means visiting their website, reading online reviews, scrolling through social media feeds, and learning about the areas they serve. We look at where branches are located, what events and charities the institution supports, and what makes that FI truly part of that community.
In short, our goal is to confidently finish this sentence: “We are the financial institution that ______.”
While our free checking message is well established, the way we bring it to life depends entirely on the FI’s unique brand. The most successful creative pieces feel genuine. They give people a clear, compelling reason to choose a local bank or credit union over every other option in the area.
When content reflects real values, real people, and real communities, it builds trust—and trust is what gets prospects in the door.
2. Strategy: Let Data Guide Creativity
Creativity doesn’t exist in a vacuum. At Haberfeld, data is at the core of everything we do.
Once a digital display ad cycle runs, we review performance closely. We analyze copy, visuals, and key performance indicators to see what’s resonating. We also dig into community-level insights to ensure the creative aligns with who’s actually walking into branches.
Sometimes, that means testing trend-forward language like “obsessed” or “vibe.” Other times, it’s about deciding whether imagery or typography should take the lead—a focus that began in 2025 and will continue into 2026.
The point is this: creative matters, but creative guided by data matters more.
By combining design with performance insights, we can make smarter decisions about future campaigns. Are we positioning our clients well in their markets? Are we staying true to their tone and voice? Are we connecting emotionally while reinforcing trust?
That’s where collaboration comes in. We believe great creative strategy is built together, both with our clients and across our internal teams.
3. Design: Make It Impossible to Ignore
Design is what brings content and strategy to life.
Thanks to the experience of our design team—including several award-winning designers—we’re able to provide a wide range of creative options. But no matter the format, the goal is always the same: get people to notice the message and remember there’s a local FI offering free checking.
Good design isn’t just about sharing information. It’s about hierarchy, headlines, imagery, and clear calls to action that convert prospects into accountholders.
Design should also be accessible. Today’s consumers expect strong visuals; many of them are now capable of creating design pieces with tools like Canva, so it’s our job to raise the bar. Banking doesn’t have to mean boring, either. With the right approach, financial marketing can be eye-catching, modern, and still fit squarely within an FI’s brand standards.
Consistency across print and digital channels is key. Strong brand standards help create continuity, build recognition, and reinforce trust in the market.
Looking Ahead
As we move into 2026, our goal is to keep bringing more creativity, more intention, and more thoughtfulness to every marketing piece we produce.
Have questions about our creative pillars? Are there topics you’d like us to cover? Visit haberfeld.com/habchatfeedback and send your comments our way. They might even be featured in a future HabChat podcast episode!