AmeriCU Credit Union
Financial Institution Branding
This credit union is a not-for-profit financial cooperative providing financial services to eight counties within Upstate New York. Today, it serves thousands of members at multiple financial center locations throughout Central and Northern New York State.
AmeriCU’s marketing efforts – and the resources supporting them – were resulting in low adoption rates for their products and services. They needed help finding a clearer, engaging, and more efficient way to connect with their audiences.
AMERICU BRANDING: BEFORE
AMERICU BRANDING: AFTER
Collaborating with multiple departments, brand operating processes and procedures were adopted internally to improve efficiency with their long-term brand management.
Intensive customer research and discovery was conducted to clarify and define their B2C and B2B audiences to help target their product offerings with their respective audiences.
Corporate-wide brand standards were developed so internal and external teams were now creating consistent on-brand, on-message, omni-channel marketing communications and initiatives.
>> $1 billion revenue status reached
>> 35% increase in financial goals met for home equity
>> 35% increase in new military membership acquisitions
>> 28% increase in new millennial membership acquisitions
>> Resource spending decreased by 25%
This represents work completed as an employer of the financial institution. I was the Creative Director and was charged with all planning, design, management of all creative initiatives that were executed within the department during my tenure there. My roles and responsibilities included, but were not limited to: brand activation, brand identity development, brand messaging, brand positioning, brand strategy, budget creation and management, conceptual ideation, content planning, creative direction, creative management, design thinking, design strategy, digital strategy, ethnographic research, information architecture (IA), interaction design, market research, marketing strategy, market segmentation, people management, project management, qualitative and quantitative research, scope creation, stakeholder discovery, user experience design (UX), user interface design (UI), visual design, wireframing (low and high fidelity)
Video production & coordination by Graphik Nature Studios; Video production by Solon Quinn Studios
