Max Credit Union Logo

Wealth Generations

Credit Union Brand Reinvention


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.


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.


increase in multi-account growth


increase in generational account setup and wealth transfers

Max Credit Union retail signage — Your Pennies Just Got Lucky
Max Credit Union retail signage — For Moments Like These
Max Credit Union retail signage _ My Max Mean
Max Credit Union credit card direct mail
Max Credit Union email Wealth Management
Max Credit Union credit card design
Max Credit Union billboard advertising - I'm a Sign! Of Great Things to Come
Max Credit Union billboard – No Lines. No, Really.
Max Credit Union billboard – New To Troy. Not To Money. Now Open!
Max Credit Union retail display
Max Credit Union ATM/retail receipt design
Max Credit Union ATM screen – Shift Into Simple.
Max Credit Union ATM screen – Shift Into Simple.