Credit Union Brand Reinvention
Objective:
Max Credit Union identified the need to update the credit unions overarching brand to express its mission well into the future and have a more profound representation of its client base. The only limit to the brand reinvention was to leave the current brand mark in place and untouched.
Approach:
A research deep-dive was conducted to understand the surrounding communities and reveal critical insights about the community's uniqueness. An insight that repeatedly identified itself was a high percentage of multi-generational and diverse households in the larger metropolitan area—many with first-time family members in local universities. This valuable information highly influenced the new brand direction and tagline of "Smart Money. Made Simple."
Call Outs:
• A comprehensive photoshoot was completed to deliver a robust brand image library that was fully inclusive and highlighted multi-generations across families.
• The marketing of every business line was enhanced to offer a new simplicity through design and messaging.
• Lifestyle imagery played an essential supportive role in marketing materials, ensuring that the visual representation of the generational family transcends over business lines suggesting a knowledge and wealth transfer.
• Developed a unique brand voice tone for out-of-home opportunities to garner attention and interest.
21%
increase in multi-account growth
18%
increase in generational account setup and wealth transfers
