Feel Good Banking

Independent creative agency TDA Boulder and its 16-year client FirstBank, one of the nation’s largest privately held banks, are raising the bar with a new campaign titled, ‘Feel Good Banking’. More than a creative refresh, the work marks a strategic repositioning of the FirstBank brand by tapping into the values and aspirations of customers who care deeply about their local communities.

FirstBank, which has been nationally recognized for its customer experience has a clear campaign message: a bank should make you feel good, period.* By emphasizing purpose over products, the campaign presents FirstBank as not just another financial institution, but a brand for people who believe their bank should be as principled as they are. Rolling out in phases through year’s end, the campaign spans in-person community engagement, print, radio, out-of-home, and video, with further activations planned across social, digital, and experiential.

“The banking category doesn’t exactly inspire warm feelings. That’s precisely why we always set out to flip the expectation,” said Jonathan Schoenberg, Executive Creative Director and Partner, TDA Boulder. “FirstBank is a brand that believes its humanity and independence are its superpowers. Through humor, ‘Feel Good Banking’ is a rally cry for doing better.”

The work targets values-driven individuals and business owners, who prefer meaningful local connections over mass-market sameness. The campaign leans into FirstBank’s distinct identity: rooted in real communities, independent in spirit, and unwavering in its commitment to doing right by its customers.

“Banking usually isn’t something most people look forward to, but we want to change that,” said Josie Huelskamp, President of Retail Banking, Marketing and Digital, FirstBank. “This campaign is about creating moments that feel unexpectedly good. Whether it's logging into our app, walking into a branch, or speaking to one of our 24/7 customer service reps, we’re aiming to be a bright spot in someone’s day, and an experience that redefines what you should expect from a bank.”