Mergers are like weddings. The future is filled with exciting possibilities but it takes some resilience to get there (not to mention the crazy family members that might object). As dedicated as a bridesmaid, we took it seriously when we were given the opportunity to work with long-time client, Warren Federal Credit Union as they merged with Colorado-based, Community Financial Credit Union. The result was the introduction of Blue Federal Credit Union – a new brand that thoughtfully blended its two originators into one ideal financial partner for Front Range residents. And they lived happily ever after.
A brand of unified vision
Using the opportunity to rebrand, we worked in true partnership with the two merging credit unions on the name. While you might just think it’s a primary color, the name is packed with meaning while maintaining the goal of being simple, clean, and unique. Though countless names surfaced during the process, “Blue” was selected to represent trust, their background with the air force, and blue sky possibilities. From there we embarked on an in-depth creative process to define Blue’s identity, personality and created a new tagline: “For you. For life.”
A campaign rollout like no other
Introducing existing credit union members to their new provider required a coordinated, multi-stage rollout that included press generation, video, email, direct mail, social media, and in-branch communication. We wanted Blue’s members to be comfortable with the changes being made to their financial institution, as well as fully informed about the switch along the way. It was important that the world know about Blue. So, we conducted a robust outreach program that targeted current and potential members across Wyoming and Colorado, and used tactics such as: TV, radio, digital, social, and print advertising.
Experiencing Blue in your every day life
Bringing Blue’s brand personality to its members began with an intense rebranding of all branches, through in-branch and external signage. But it wasn’t just about the look. Blue wanted to make its members feel a genuine sense of ownership and interaction with the brand; so, we executed a full-scale grand opening event party, complete with a Blue-branded booth, games and prizes, and even took the brand on the road for a Colorado State University football tailgate party.