Challenge
Alliant, formerly named United Airlines Employees Credit Union, approached UpShift at a critical time in its journey: they needed to get out from under United's umbrella to survive and grow. Even though they were a completely separate business entity from United Airlines, there was fear amongst members whenever United had a turbulent year. Plus, if the airline wasn't hiring, the credit union saw its growth limited. So they had to offer the credit union to other charter groups, primarily other large businesses that did not already offer a credit union.
Solution
UpShift created the name "Alliant" to convey "all in" and "reliant". It also loosely referenced United Airline's Star Alliance as a subtle nod to history. We then developed a fresh brand identity and rolled out the brand across 450 deliverables within 3 months! These items included member cards, product brochures, web site design, environmental signage, statements, checks, ATM machines, and more!
Results
The new brand was well received by both current members and new prospects. Alliant was able to grow its member base substantially by appealing to HR executives at other large companies, including HR Block, Hertz, Motorola, and Walgreens. This was primarily because the old United Airlines name and brand images were replaced with a fresh, modern banking brand that we developed, called Alliant.
UpShift
UpShift is one of the nation's leading boutique branding and design agencies, specializing in multifamily real estate, hospitality, luxury consumer, healthcare, financial services, and B2B. With offices in Chicago and Los Angeles, we create integrated brand experiences across print and digital channels that empower all of your key deliverables with...
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