Challenge: Grow SunTrust’s business after years
of decline among emerging affluent, and increase performance culture among bank employees. 

Solution: We activated the purpose “Lighting the way to financial well-being” by designing and stewarding the “onUp” Movement. A stance against financial insecurity and for financial confidence. 

The “onUp” Movement

The “onUp” Case Study

From +4% to +8%

Increase in new accounts YOY, from flat growth (sector standard is zero)

190%

Positive sentiment increase post-launch