PenFed

Brand Activation Visual Concepting

Client: PenFed Credit Union
Agency: WHITE64
Role: Freelance Visual Designer, Visual Concepting
Group Creative Director: Heather Knight Copywriter: Joel Mazmanian Digital: Hannah Taylor + Alexandra Claessen

I was hired as a freelance designer by WHITE64 to visually conceptualize brand activations for the Paws on PenFed Plaza event at Tysons Corner Center. The activations transformed the space into an interactive “branch” of the PenFed Canine Credit Union, tailored just for dogs. Features included an Automated Treat Machine (ATM) that played the PenFed jingle and despenses treats as the currency, a teller station handing out chew toys and credit card-shaped treats, a doggy pool, a PenFed "office" for lounging pups, and more. I used AI tools with a splash of Photoshop to create visual concepts of these experiences (seen below), which WHITE64 then brought to life.