After years of sustained investment in its investment banking team and capabilities, Mountain America made a strategic commitment to expand participation—ensuring every member understood these services were accessible, relevant, and built for them. The challenge wasn’t product readiness; it was motivating members to act.

A New Year’s holiday always provides a natural behavioral catalyst. As members reset goals and attempt to adopt better financial habits, we launched an investment campaign designed to meet them at that moment of high intent and optimism.

Creative direction is anchored in a powerful insight: when people think about investing, they often jump straight to retirement—imagining how they’ll spend their time once “work” is behind them. Inspired by the game Scrabble—where players carefully build words, one letter at a time—we reframed investing as a series of achievable steps. Instead of abstract financial concepts, the campaign visually “spelled out” how members could start investing or grow their existing portfolios with Mountain America.