western union social
How do you create social content for a global money transfer institution? By sharing the authentic stories and experiences of the people sending and receiving transfers. Moving away from the previous ad-centric, corporate-style posts, we transformed their social presence to resonate with a diverse audience worldwide. We embraced an IYKYK approach, highlighting real immigrant experiences. Additionally, we crafted a new visual identity centered on dynamic, motion-driven content, featuring creators and even a bird.
Penny: Yes, that is a pigeon with a fanny pack, but Penny is more than meets the eye. She is Western Union's self-proclaimed official (unofficial) mascot! We created Penny from the ground up to give Western Union a new a voice. While HR doesn't let her actually have an office, she spends her time hyping up Western Union wherever she goes while also serving as a surrogate to the experiences of 1st/2nd generation immigrants.
Where's Western? To answer one of our audiences most common question, "Is there locations in ____?", we created a series inspired by Where's Waldo to educate our audience about where you can find Western Union locations around the world. How many locations do you spot in each carousel?
Bonus points if you spot Penny!
Currency ASMR: Autonomous Sensory Money* Response. We partnered with an ASMR creator named Julietta for a series in which we drop all sorts of fun facts about different currencies around the world! Headphones ON!
If I Could Send: A surrealistic series where we imagine what one would send if they could send anything to a loved one across the globe.
Creator Content: We tapped into the experiences of 1st/2nd generation immigrants with a IYKYK slant to connect with our audience.
Visual Identity: Focusing on dynamic, motion-led content, we recreated the look and feel of their entire social feed.
2025 Muse Creative Awards - Social Media Redesign gold winner.
2025 Muse Creative Awards - Social Media Financial Services gold winner.