The original ad concept of "Make the Switch" was created by TBA Credit Union. It was Red Letter Design who ran with the idea and refined and developed it into a clever and persuasive design that works in several medias. With the creative help of Traverse City-based photographer, Michael Poehlman, the featured members look at ease in their natural environments. The ads incorporate part of the sailboat icon as a graphic element into the design. Plus, by using TBACU's corporate color and fonts the ads truly reflect the company's brand.