Excite Credit Union
Challenge
Excite Credit Union believes that no one should be denied the chance to create a secure future just because of where they are financially. They help people take control of their money by giving them access to products and services that big banks won’t. They also support their customers by keeping their money local and investing in their community instead of lining the pockets of shareholders. Excite is 100% member-owned and wanted to debunk the myth that credit unions are old institutions with outdated services and technology. They had just developed a new identity but lacked clear brand positioning.
Solution
We started by identifying their DNA, which we call ‘Community Financial Equity’. This core essence was the base from which we built the rest of their brand positioning, including their personality, tone of voice, brand promise, and elevator pitch. From there, we created a new tagline, ‘Step up to better’. It’s not only a call to action for customers but recognizes Excite’s commitment to their community like backing nonprofits and opening free savings accounts for kids in underserved communities. The tagline became a strategic platform to extend their messaging across all of their communications in infinite and creative ways. Bright and simple graphics stand out in a landscape full of bland banking brands, and their bold language puts a modern spin on an otherwise buttoned-up sector. The brand now conveys a sense of hope and optimism without being trite or patronizing and injects a healthy sense of humor to give it an approachable, human touch. What we delivered. BRAND STRATEGY Research & analysis Core essence Vision Mission Personality Tone of voice Brand architecture BRAND VOICE Elevator pitch Brand promise Tagline Key messages BRAND IDENTITY Logo Program logo Family of fonts Color palette Copy style Photography style Brand book BRAND EXPERIENCE Brand launch campaign Social media profiles Keynote Brochure Office branding Workshops & training
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