{"id":39284,"date":"2025-05-29T08:30:00","date_gmt":"2025-05-29T08:30:00","guid":{"rendered":"https:\/\/muse.international\/?p=39284"},"modified":"2025-05-29T08:50:47","modified_gmt":"2025-05-29T08:50:47","slug":"the-social-media-reset-of-western-union-by-love-street-company","status":"publish","type":"post","link":"https:\/\/muse.international\/index\/the-social-media-reset-of-western-union-by-love-street-company\/","title":{"rendered":"The Social Media Reset of Western Union by Love Street & Company"},"content":{"rendered":"\n

Love Street & Company, founded in LA and now working remotely worldwide, is run by three friends creating standout work for Nike and others, aiming to shift marketing from chasing clicks to building lasting brand connections.<\/p>\n\n\n\n

Q1. Congratulations on winning the MUSE Design Awards! Can you introduce yourself and share about what inspired you to pursue design as a career?<\/strong><\/p>\n\n\n\n

We are Love Street & Company, a small creative studio founded in LA and now operating remotely on an international scale. Run by three friends who share a common heritage, we create incredible work for Nike and other brands and agencies.<\/p>\n\n\n\n

Love Street was founded with the goal of shifting marketing away from chasing short-term clicks across the internet toward creating work that resonates with people, fostering genuine connections so brands are celebrated and businesses thrive long term.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Q2. What does being recognized in the MUSE Design Awards mean to you?<\/strong><\/p>\n\n\n\n

We were tapped to rebrand Western Union from top to bottom, and it was a labor of love. In our three-year partnership, we touched nearly every channel of the brand\u2014from digital product to retail and social media\u2014and brand voice naturally became part of that. We believe this body of work was the most memorable and game-changing for the audience they serve.<\/p>\n\n\n\n

The work stayed true to their audience\u2014immigrants who send remittances\u2014and to current mediums like short-form video, Instagram, and TikTok. Winning something makes all the hard work, difficult conversations, and fun memories so worth it.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Q3. How has this achievement impacted your career, team, or agency, and what opportunities has it brought so far?<\/strong><\/p>\n\n\n\n

This work succeeded because we embedded ourselves with our clients\u2014becoming an extension of both their team and their customer insights group. Everything starts and ends with the customer, so as part of our broader brand and social strategy, we searched for the connective tissue that could unite immigrants from all continents and walks of life through a shared online experience.<\/p>\n\n\n\n

By hiring global cultural consultants and creatives with immigrant backgrounds, we brought a fresh voice to an audience often overlooked by major brands\u2014especially in financial services. And again, kudos to our clients for letting us play in the social media sandbox, experimenting with what works, what doesn\u2019t, and iterating from there.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Q4. What role does experimentation play in your creative process? Can you share an example?<\/strong><\/p>\n\n\n\n

We changed the narrative for an audience that is often pandered to, misrepresented, or\u2014at worst\u2014demonized. By focusing on financial education and entertainment, we aimed to add real value to their channels rather than simply pushing out promotional content, as many brands do.<\/p>\n\n\n\n

Humor played a big role in lightening the mood and creating connection, and our cultural consultants helped shape content with IYKYK nods to immigrant life.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Q5. What’s the most unusual source of inspiration you’ve ever drawn from for a project?<\/strong><\/p>\n\n\n\n

When we started, Western Union\u2019s audience consisted mostly of bots, trolls, or disgruntled one-time users. Sentiment was extremely low, with engagement being negative.<\/p>\n\n\n\n

To turn this around, we had to find new audiences\u2014and to do that, we implemented a radically different, distributed content model, alongside securing approval for boosted budgets that proved highly effective in attracting new audiences and driving positive engagement.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Winning Entry <\/p>\n\n\n\n

Western Union Social Media Reset<\/a><\/h6>\n\n\n\n

Explore another journey of Rui Wang & Junrong (Arving) Wu<\/a>, the Silver Winners of the 2025 MUSE Creative Awards. They partnered to craft The Soundscapes Archive, a unique vinyl collection reflecting four stages of life through sound and design.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Love Street & Company, founded in LA and now working remotely worldwide, is run by three friends creating standout work for Nike and others, aiming to [\u2026]<\/span><\/p>\n","protected":false},"author":19,"featured_media":39337,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3,372,553,397],"tags":[9,12,382],"yoast_head":"\nSocial Media Reset of Western Union by Love Street & Company<\/title>\n<meta name=\"description\" content=\"Winner interview with Love Street & Company from the United States, the Gold Winner of the 2025 MUSE Creative Awards.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/muse.international\/index\/the-social-media-reset-of-western-union-by-love-street-company\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta 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