A New Conversation about Banking
Challenge
As the largest credit union in Southern Arizona, it would have been easy for Vantage West to be complacent. They experienced solid growth through smart financial stewardship and highly competitive product offerings. But their stodgy brand, coupled with a fragmented customer experience, worked against their prospects for long-term success. They understood that building more engaged lifetime members required a shift in culture and the establishment of a bold, purpose-driven brand from the top down. So in 2017, they engaged in a true agency-of-record relationship with BRINK, who managed a multi-million dollar marketing program and crafted a strategy that the entire organization could rally behind on the path to attracting and retaining more engaged, lifelong members.
Solution
After kicking off with an intensive 4-week research, prototyping and testing sprint, we developed a brand strategy that would serve as both a strategic and creative foundation to everything we would do. After revamping the design system, producing an asset library, and redesigning the website, we launched a robust content marketing operation and produced a number of creative campaigns for the Phoenix and Tucson markets. Our tactics have included: - A semi-annual member magazine - A regular content series that spotlights thriving local businesses - Bold multichannel creative campaigns employing digital, TV, radio, print, and out-of-home - User-generated content campaigns - Digital toolkits - Sophisticated product journeys with member prospects - In-branch displays and interactions
Results
From 2017 to 2021, Vantage West grew from $1.6B to $2.5B in total assets while successfully opening 4 new branches in the Phoenix market. Our creative work has won Best Of Show in the local Advertising Federation and garnered significant national attention among the credit union associations, elevating Vantage West as one of the most respected brands within their industry.
BRINK
We are the creative agency for activist brands. Our creative group of planners, producers & provocateurs create content and experiences people can’t help but love at the nexus of design, tech and media. We are not the agency for brands who think social justice is a marketing strategy and a corporate responsibility...
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