New Brand Identity Challenge

The Goal
Greater Cincinnati Credit Union wanted to create a new brand identity to better reflect its current members and community membership potential.

Greater Cincinnati Credit Union is located in Cincinnati, Ohio. It has over 17,000 members and assets exceeding $87 million dollars.

The Strategy
The all-new brand identity would be based on existing credit union brand requirements, including its field of membership, in-progress branch development, and Prosper With Us positioning statement. The new identity and integrated branch merchandising also would be used as a prototype for future branch renovation and development.

The Elements
Integrated brand elements included an existing logo with positioning statement, and a new brochure series, newsletter and website designs, branch merchandising, and the grand opening campaign for the remodeled branch location. The campaign also would be the official launch of the new brand.

The grand opening campaign included a scratch-off instant winner mailer with special product/service offers. It was reinforced with radio, television, newsletter and website advertising.

The Results
The credit union's new brand image and branch office grand opening were well received by its current members and the community. The new brand is being incorporated into the credit union's loan and service campaigns according to the 2006 MP Marketing Plan developed by Marketing Partners.

Building Your Brand
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Marketing Partners has worked with DEI, Inc. to integrate brand identity marketing and retail merchandising elements into credit union new office locations and renovations - from the ground up.

The 2,735 sq. ft. branch renovation by DEI, Inc. highlights the Cincinnati area through the use of the credit union's new brand graphics and community places and people. The interior includes warm earth tones to create a relaxed and welcoming environment, and incorporates high-tech plasma screens behind the teller line and in the queue line casework. The screens display national news headlines and credit union product/service information.