Credit Union Rebrand

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.

The credit union’s marketing efforts – and the resources supporting them – were resulting in low adoption rates for their products and services. They needed help finding a more clear, vibrant, and efficient way to connect with their audience.


After auditing the current state of the brand, we realized that the company branding and brand management needed an overhaul.


Collaborating with the internal teams, we worked initially to be sure that processes and procedures were properly aligned to ensure efficient brand management.


Brand standards and design style guidelines were created to be sure that internal teams and outside agencies were creating consistent and cohesive brand messaging and communication across multiple touchpoints.


Once brand standards were created for the institution, design style guidelines were rolled out across all operation-branded collateral, financial institution marketing collateral, and multiple touchpoint promotions and campaigns.



decrease in resource spending


increase in financial goals for home equity


increase in new military membership sign-ups


increase in new millennial membership acquisitions

Christine’s work has both depth and intellect. She is intelligent and insightful and is very capable. Christine’s communication style is refreshingly direct … [she] is unafraid to lead challenging projects.

Testimonial Judith
VP of Marketing