Community South Credit Union needed an enhanced brand identity. We created the overarching concept, "Good Natured Banking," which perfectly represents the uniqueness of banking with Community South: here, they literally know "your mama and them." To give the brand a sense of place, we used original photography of the natural surroundings – lakes, streams, sandhills, moss-covered trees, and Florida’s highest natural waterfall (located in Falling Waters State Park). The entire campaign, which culminated with the Emmy award-winning short film, "Fish for the Future," showcases the smiling faces and beautiful faces that make up Community South.