Brand & Advertising
Seattle Credit Union
How a credit union found its people.
Banks and credit unions swim in a sea of sameness with little to differentiate them beyond a percentage point or two. Seattle Credit Union actually is different — it's also a CDFI, with a mission to help lower income and immigrant communities, many of which are outside of Seattle city limits.
Can a credit union grow without growing pains?
- Brand Strategy
- Website
- Advertising
- Visual Identity
- Television
What We Did
So much more than a credit union
Reaching underserved communities is more than an aspiration: it's the mission.
Seattle Credit Union has welcomed new immigrants to Seattle for nearly a century and was founded on the simple principle that the working people of Seattle deserve a place to bank that understands their lives and needs. Understanding that as a Community Development Financial Institution (CDFI), reaching underserved communities is more than an aspiration; it is essential to the mission and the charter.
Putting power in the hands of the people.
A new mobile-first experience to meet members where they are.
Seattle Credit Union needed a plan to grow without the growing pains. Understanding that their members and potential new members may not have time to go into a bank and most often access the internet on a smartphone, we worked to deliver a CDFI experience on a mobile platform. Our UX team developed a plan to transition the Seattle Credit Union website into a user-friendly mobile-first experience while keeping messaging, access, and equity top of mind.
A part of the community
A treasure trove of historic photographs for Hilltop.
The new branch in the historic Hilltop neighborhood of Tacoma also doubles as a community center. So we started by building a place for the neighborhood. We brought in a local artist, talked to a local historian, and worked to adapt our design to the place, not the other way around.
Driving new memberships with advertising
An effective media strategy needs to balance direct response with brand awareness.
Even the most compelling and authentic brand needs help to drive new memberships. Ultimately you need to get your voice out in the community. In addition to sponsorships, neighborhood meetings and financial education classes, Seattle Credit Union also increased investments in paid search and out-of-home advertising, augmented with CTV running in key neighborhoods.