In 2021, VR Bank Amberg launched a social media campaign: #MeineBankkannmehr (#MyBankoffersmore). The goal: to provide insights, foster a sense of connection, challenge stereotypes, and emphasize regional ties. The concept, developed by an agency, included several sub-campaigns under the main campaign, each with the slogans #MeineBankistanders (#MyBankIsDifferent), #MeineBankisthier (#MyBankIsHere), ‚MeineBankistfürmichda (#MyBankIsThereForMe), #MeineBankmeinTraum (#MyBankMyDream), and #MeineBankbegeistert (#MyBankInspires). The campaign culminated in the announcement of a regional market that opened on the bank’s premises and actively supported local vendors. My role as a working student was to refine the concept and produce content in consultation with the marketing manager. The design was based on the CI of the Volks- und Raiffeisenbanken, but deliberately broke with some of the guidelines, creating a visual style that successfully balanced recognition, association, and individuality.