The goal of this design exploration was to engage new eligible 18-year-old members by creating a campaign that would make them aware of their membership benefits. This age group represents a critical touchpoint for USAA, and we wanted to introduce them to USAA's services in a way that felt fresh, modern, and personalized to their life stage. 

USAA typically leans toward a classic and traditional visual style. However, our objective was to push boundaries by introducing brighter, more youthful colors, custom illustrations, and interactive design elements that had never been explored by the brand before. The challenge was to maintain the core values while appealing to a younger demographic.

We built a dynamic experience that would allow new members to explore their membership benefits in a visually engaging way. From clickable illustrations to gamified elements, we ensured the design was as immersive as it was informative.

Interactive elements would allow the 18-year-olds to engage with content that felt relevant to their personal milestones—whether they were starting college, enlisting in the military, or entering the workforce. 

Although this exploration was not ultimately implemented, it served as a valuable exercise in pushing the brand’s creative boundaries and provided great insight into future strategies for engaging younger audiences.

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