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MAX Credit Union needed a new brand and connection strategy to perform in an increasingly competitive market with mainline banks, we needed to change in order to stay relevant and keep current clients, while enticing new ones. The main logo remained, but everything else was up for change.

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.

Results
• Growth in member diversity
• 22% increase in multi-service accounts over single-service
• 18% increase in wealth transfer consultations