Ally Financial, a leading digital financial services company, debuted a new brand campaign that reflects its focus on “doing things right for customers.”

According to a press release, the campaign is the first-ever unified brand campaign in Ally’s history, bringing together the full scope of the company’s financial services offerings under the “Do It Right” mantra- including its online bank, auto finance and insurance businesses, digital wealth management and online brokerage platform, and corporate finance operation.

“Do It Right” will launch with a collection of new ads this month, which highlight Ally’s relentless focus on customers and its commitment to providing leading products and services, the release stated. The campaign will include three TV ads and three online video ads this fall, along with a series of eight new print ads highlighting various products and services featuring Ally’s associates and customers.

“The launch of ‘Do It Right’ marks an important milestone for Ally, because it brings together all of our financial services offerings under one unified brand promise that truly reflects our company and our relentless focus on doing things right for our customers,” said Andrea Riley, Ally’s chief marketing officer. “The creative includes photos of Ally teammates and customers and incorporates powerful narratives to illustrate the ways that we do things right.”