When it’s done

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CLIENT

Scenic Community Credit Union

 

PROJECT

Rebrand

 

THE CHALLENGE

Proud of its heritage, but eager to create a more “community-centric identity,” the board of our client’s venerated 60-year-old financial institution in the Chattanooga market desired help from the FMB team in creating a “fresh new business face.” Established as a member-only entity chartered by community-area employer DuPont, the credit union wanted to rebrand its market presence to identify with the flourishing profile the revitalized city of Chattanooga is enjoying throughout the southeastern United States.

 

Charged with introducing the refreshed face of this trusted institution to its home community, FMB designed a new logo, graphically depicting a dynamic sense of progression with a cooler-tone, contemporary color palette. A coordinated launch campaign communicated that its new name and look as Scenic Community Credit Union more faithfully reflected its deep roots in “America’s Scenic City” while reaching out to serve everyone in this 21st century metro market on the move.

 

Our graphic rebranding and unified messaging assured long-time members that the familiar faces they knew were all still at their service. At the same time, the launch campaign helped successfully overcome public perception about membership as it seeks to attract new tech-savvy generations in the multi-county, multi-state area – a win-win that empowered our client to thrive, grow its membership base, extend new services and become more competitive in all its markets.

CREATIVE STRATEGY

Launch efforts included a full page ad in the Chattanooga Times Free Press along with other area print and digital media buys, new banking statement, a market reintroduction letter from the CEO, mobile apps, web page refresh and slider banners and other marketing and promotional elements, including civic presentations like the chamber of commerce.

FMB ADVANTAGE
  • Relaunch campaign successfully bridged the transition for the core member base of ‘old friends’ of the credit union
  • Energetically engaged new community
  • Credit union officials extolled the campaign soon after roll-out for achieving “nearing-capacity new membership levels”