Anniversary Campaign Concept 4 · “Your First, for the Next Fifty”

Storyboard · Warm & quietly confident

Your First, for the Next Fifty

How the campaign plays out across 2027, frame by frame, in the towns First Secure calls home.

  1. A promise, not a partyFrame 01
    Jan 2027·Launch film · :60

    A promise, not a party

    The bank's own 1977 firsts, then a quiet pivot: "Every first belongs to you."

    Local tie-in: Opens on the Palos Hills main office at dawn.

  2. Then / NowFrame 02
    Monthly·Print + social

    Then / Now

    A milestone photo from decades ago held beside the same family today.

    Local tie-in: Sourced from customers across all six towns.

  3. The Firsts KitFrame 03
    All year·Direct mail / in-branch

    The Firsts Kit

    Every first account opened in 2027 gets a linen-and-teal welcome kit and passbook.

    Local tie-in: Newborn edition at Palos & Silver Cross area hospitals.

  4. First PayrollFrame 04
    Q3·Business banking

    First Payroll

    Small-business owners mark their first payroll; the bank frames the first stub.

    Local tie-in: Moraine Valley Community College entrepreneurship partners.

Hometown familiarity

Six towns, five school districts, one bank.

Branch towns

  • Palos Hills (HQ, since 1977)
  • Palos Park
  • Oak Forest
  • Mokena
  • Orland Park
  • Tinley Park

Hometown teams

  • Stagg Chargers — Palos Hills
  • Sandburg Eagles — Orland Park
  • Andrew Thunderbolts — Tinley Park
  • Oak Forest Bengals — Oak Forest
  • Lincoln-Way Griffins & Knights — Mokena area

Local landmarks

  • Palos forest preserves & Swallow Cliff
  • Moraine Valley Community College
  • Orland Square
  • Tinley Park's Oak Park Ave. downtown
  • Mokena Metra & Front Street

Look & feel

CreamTaupeDeep tealSoft lightWhitespaceReal faces

Instrument Serif / Figtree

Reference campaigns

Work by others that inspired this direction. Links open the original sources.

  • "Then and Now" photo series — Irina Werning, "Back to the Future"

    Recreated old photos — the core Then / Now visual.

  • "Shot on iPhone" — Apple

    Quiet, real-people imagery with lots of whitespace.

  • Welcome kits — Warby Parker / Glossier unboxing

    Packaging as a brand promise you can hold.

Storyboard frames are illustrative mockups; names and signage in images are placeholders. School and landmark tie-ins are proposed partnerships, not existing agreements.