Back

Mission Fed Credit Union

meet ed from mission fed. let’s get you there.

overview

Mission Fed had a loyal member base across San Diego County, but unaided awareness among non-members remained low at just 7%. AW’s research revealed another opportunity: banking felt transactional, intimidating, and disconnected from their everyday goals.

To grow membership across three priority audiences — NextGen adults 18 to 25, Golden Age adults 55 and older, and Hispanic San Diegans — Mission Fed needed to redefine what financial marketing could look and feel like. That’s where AW came in.

The Solution

Create confidence. Make connections.

AW developed Mission Fed’s brand positioning, “Creating confidence through connections,” and brought it to life with Ed from Mission Fed, a relatable brand ambassador who felt more like a helpful neighbor than a financial spokesperson.

Anchored by the platform “Let’s get you there,” Ed became the face of a flexible campaign system that could adapt across products, channels, and audiences while maintaining a consistent Mission Fed identity.

the work

A teaser that had audiences asking, “who is that?”

Ed’s debut began with a 6-week teaser campaign featuring his now-iconic red sunglasses and audience-specific messaging, which drove curiosity and primed San Diegans for the big reveal.

A large billboard for Mission Fed Credit Union featuring a man wearing sunglasses reflecting a sunset, with the text “Who is that? He’s your money wingman.” and the company website.

A vertical hanging sign in a shopping mall advertising Mission Fed Credit Union with the text “Who is that? He’s your wallet’s best friend. Coming January 2026.”

Before Ed met San Diego, he met Mission Fed

Before launching publicly, AW introduced Ed internally, ensuring employees embraced and embodied the platform. A dedicated playbook ensured every team member was ready to bring Ed’s energy into real-life conversations.

Two postcards from Mission Fed Credit Union featuring a man in red glasses, next to a pair of red sunglasses on a chair.

The moment San Diego met Ed

A brand anthem launched Ed’s debut, connecting neighbors across San Diego and “getting them there” with Mission Fed, with spots produced in both English and Spanish.

A large indoor advertisement for Mission Fed Credit Union featuring a man in a red shirt with the text “Meet Ed, your money wingman. Let’s get you there.”

One platform, countless ways to “get there”

The campaign expanded across auto loans, mortgages, credit cards, checking, savings, and retirement planning, each tailored to specific life moments, all rooted in the “Let’s get you there” platform.