Vulnerable Customer

The Ask

1st Central needed more than a simple video refresh—they were seeking a meaningful reset of how the brand communicates vulnerability and accessibility. The goal was to create an authentic expression of their new brand that reassures and empowers customers to seek support, while also reflecting a deep commitment to accessibility.

The video needed to function as a modular tool across multiple channels, including web, email, internal communications, and beyond. It was intended to be the first external-facing accessibility flagship under the refreshed brand, emphasizing that accessibility isn’t a bolt-on feature but central to audience connection and inclusion.

Key objectives included:

• Communicating vulnerability in a genuine, reassuring way

• Showcasing accessibility as core to the brand’s values

• Empowering customers to seek support confidently

• Delivering modular content adaptable for web, email, and internal communications

• Ensuring strategic guidance and creative trade-off decisions from the agency

The Answer

We developed a video that authentically embodies 1st Central’s refreshed brand and accessibility mission. The narrative balances empathy and empowerment, providing a reassuring voice for customers navigating vulnerability. Visual storytelling, subtle motion graphics, and inclusive design principles highlight accessibility as a central, integrated part of the brand experience.

Designed modularly, the content can be adapted across web, email, and internal channels, providing long-term value beyond a single campaign. Strategic creative guidance ensured the video navigated key trade-offs, delivering a message that is both impactful and practical. The result is a flagship piece that resets how 1st Central communicates, positioning accessibility and inclusion at the heart of audience connection.