Because time was of the essence, and due to Covid restrictions, it was decided to forego a full brainstorm session with the board of directors. Instead we got a very good brief and all the information we needed from their CEO. With our knowledge and experience of other credit unions, we were able to present a couple of very strong concepts, one of which was ‘You’re in Good Hands’ which they really liked and ultimately chose.
As a tagline and brand story, it’s warm and inviting. It tells members that the credit union can be trusted with their money, that they are knowledgeable and experienced. They have been in existence for nearly 50 years and have the best interests of their members at heart. The tagline also reminds them that they’re open for business and ready to lend.
As it happens, they had run a local school competition to design a new logo. They were impressed with the winning entry and wanted to use it, but they knew it needed a little refinement to bring it up to a professional standard. With that in mind, we redrew it our design software to make it as strong as possible but without losing its original integrity. Once in place, we set about designing a style guide showing how the new look and feel could be applied across all channels, including print and social media.
In the client's own words
We were looking to modernise our brand to take account of new lending and digital initiatives. Passion for Creative provided excellent ideas to make our new brand a truly local representation of our location and they developed an impressive set of marketing materials and taglines to drive our new image and messaging. This has had a huge impact on our lending volumes and member activity.
Paul Morgan, CEO - Ennistymon Credit Union