Columbus United Federal Credit Union contacted LKCS for a non-rate-driven home improvement piece that would be branded across several formats, including social media. We decided to work off of the Do-It-Yourself concept so recipients could get the idea that no matter how big or small the project, a Columbus United home improvement loan would cover it. The theme became Do-It-YOUnited (DIY). We also worked variable data into several areas. On the cover, the recipient was prompted by first name to try DIY. On the back, the opening paragraph refers to the home owner’s house by name (Smith house), thus making the inanimate very personal. The final call to action hits on turning your dreams into a reality.