Following the transition from Eli Lilly Federal Credit Union to Elements Financial, they helped establish the foundation of a new brand identity. Over the years, Jake and Karmen evolved the organization's visual language, brand voice, and creative direction through comprehensive brand guidelines, employee training, and a centralized brand asset library. Their work helped bring consistency and personality to everything from advertising campaigns and digital communications to everyday employee experiences.

Financial education became one of the most meaningful ways Jake and Karmen helped Elements connect with its members. Together, they developed workshops, presentations, articles, videos, and educational campaigns that made complicated financial topics easier to understand and more approachable. They helped build and scale a financial education workshop program eventually used by more than 180 organizations, expanding the credit union's reach through workplace partnerships and community learning experiences.

Jake and Karmen both served as leaders of Elements' Employee Engagement Committee, planning monthly events, celebrations, and experiences that brought employees together and strengthened workplace culture. Jake established Purpose Day, an annual tradition that brings together 200+ employees to give back to their communities, now celebrating its 10th year. Their work was rooted in a shared belief that a strong brand starts from within. When employees feel connected, valued, and inspired, that culture naturally extends into the member experience and strengthens the organization's reputation.

When Elements partnered with the Indianapolis Indians, Jake and Karmen helped bring the sponsorship to life through the launch of the Elements Financial Club at Victory Field. From branded debit and credit cards to environmental graphics and creative concepts for the VIP club space, the project brought together product marketing, sponsorship activation, and experiential design to connect the brand with one of Indianapolis' most recognizable community destinations.

Both Jake and Karmen led marketing strategy for a $1 billion investment business, driving a 68% year-over-year increase in consultations, generating hundreds of leads, and millions in new assets under management.

A brand shouldn't stop at the logo. Jake and Karmen helped translate Elements' identity into physical spaces across its headquarters and branch locations. During a $5 million headquarters renovation, Karmen helped develop environmental storytelling concepts including heritage timelines, purpose statement walls, core value installations, and creative room naming systems. Their work helped transform everyday spaces into meaningful expressions of the organization's history, culture, and values.

Karmen helped rethink how Elements communicated with its members through email, digital content, and automated marketing journeys. Using Figma to prototype new email experiences, she developed newsletters, product communications, and campaigns reaching more than 100,000 members, with open rates outperforming industry benchmarks by nearly 20%. The work brought a more thoughtful, cohesive approach to digital communication at scale.