Creating a More Intentional Social Presence

Our social media presence wasn’t broken, but it was a little too corporate. The content checked the right boxes, but it didn’t always reflect our evolving brand voice or connect on a human level. As we refreshed the brand, it became clear that social needed to evolve too, not just in what we posted, but in how it felt. Even though our audience works at financial institutions, they’re people first, and our social presence needed to acknowledge that.

The goal wasn’t to chase trends or be loud for the sake of it. It was to bring more personality, empathy, and relevance into the content while still delivering value. We wanted social to feel less like a bulletin board and more like a conversation, something that reflected the humans behind the brand and the humans we were talking to.

Building the Strategy

To get there, we built a clearer social strategy anchored by defined pillars. These pillars ensure we’re showing up consistently while covering a wide range of topics our audience actually cares about. They include customer voice, industry trends, social trends, product focus, events, employee spotlights, news, press, and campaigns. Together, they give the team guardrails without boxing anyone in creatively.

Alongside the pillars, we introduced a new social content calendar and weekly planning meetings that brought more structure and collaboration into the process. We worked closely with leadership to align priorities, plan executive engagement more intentionally, and create space for both planned content and timely moments. We also pushed the creative further, leaning into bolder formats, motion, and storytelling designed to stop the scroll and feel unmistakably on-brand.