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After conducting significant market research for the surrounding service area, we highlighted areas of opportunity with key insights on multi-generational households, unrepresented demographics and the underbanked.
Hierarchy embraced these findings and formed the new brand expression, ”Smart Money, Made Simple” a customer focused campaign. This campaign was visualized in all channels: from products, services and people. We created a strong new narrative that leveraged MAX Credit Union as a forward thinker that extended the financial conversation amongst amongst multi-generational households.