Brand Program for a Regional Financial Services Company

  • 20% decrease in resource spending
  • 35% increase in financial goals for home equity
  • 35% increase in new military membership sign-ups
  • 28% increase in new millennial membership acquisitions

Art Direction
Brand Strategy
Brand Positioning
Brand Identity Development
Brand Management
Brand Messaging
Creative Direction
Market Research
Visual Design

This credit union serves thousands of members at multiple centers, making it one of the premier financial services companies 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.

After thorough internal audit and analysis, the realization that the company’s brand management and marketing initiatives needed focus and better efficiencies to help elevate brand awareness within the community.

Collaborating with multiple departments, brand operating processes and procedures were adopted internally to improve efficiency with their long-term brand management.

Focused 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.

Multiple targeted strategies were then rolled out to meet brand awareness and revenue goals.

This project is representative of work completed while employed at AmeriCU Credit Union.
AmeriCU Marketing Communications, Before
BEFORE: Visual branding created in the early 90's across standard marketing communications needed updating.
AmeriCU Campaign Posters, Before
BEFORE: Multiple campaigns run throughout the year were inconsistent in the company's branding.
AmeriCU Rebranded Letterhead
Rebranded Corporate Letterhead
AmeriCU Rebranded Marketing Communications
All outdated marketing communication were updated. Color coding was added to create visual differentiation.
AmeriCU Home Equity Campaign, ATM
Rebranding was applied to promotions across multiple touchpoints.
AmeriCU Home Equity Campaign Billboard
Rebranding was applied to promotions across multiple touchpoints.
AmeriCU Home Equity Digital Ads
Rebranding was applied to promotions across multiple touchpoints.

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.