Inspire Federal Credit Union

Reconnecting with the past while inspiring the future

Challenge

Founded in 1936 as Bucks County Teachers Credit Union and over the decades it modified to Bucks First Credit Union reflecting only its geographical location in Bucks County, Pennsylvania. Also it is shared “Bucks” in the name with two other financial institutions in the community. In 2004, receiveing a community charter change and significant growth did not come with the change. With name confusion and no strong brand position it was time to Re-Think.

 

Services Provided

Internal Brand Research

Naming

Brand Promise

Brand Logo

Brand Expression

Brand Colaterial

Brand Guidelines

 

“James Clark Design developed more than just a name and a logo; they developed a comprehensive brand that will carry us through decades and beyond. In creating

a name, logo, and brand elements, they successfully melded our history with our future, which was a key objective in our decision to rebrand. The whole organization couldn’t be more pleased or excited about our new brand and the future.”

 

Hilary Reed

Senior Vice President

Chief Relationship Officer

Inspire Federal Credit Union

Strategy

A renewed focus and strengthening the relationship with the original core group of educators while also expressing a unique position to the general community.  The school relationships were one large advantage the credit union had over the local competition, and the objectives were to refocus efforts toward these school communities, re-animate our brand, and create brand equity and differentiation amongst the local community as well as members. The brand strategy has three primary objectives; (1) Create a strong brand affinity with our members, school communities, and the community at large. (2) Improve member experience & deepen relationships, and (3) Further develop external relationships with local school communities and community at large.

 

Implementation

A name change and brand reposition to Inspire Federal Credit Union illustrates our desire to connect with educators by expressing one of their key attributes, but not being exclusive while also connecting to the general community.  The unique name, logo and brand expression communicated and supported the new “Inspire Experience” brand that staff delivered and members noticed, valued and shared.

 

Results

The new name and rebrand have already seen a significant increase in brand recognition and community awareness through the unique name and brand image. Within the target group of school and local communities have brought much success thus far including enhanced brand awareness, improved loan growth and increased member penetration within School SEG groups (some growing by over 10%). Inspire FCU was named the “Best Credit Union in Bucks County” in 2014, which was a large feat, achieved only through community voting. Being awarded this prestigious recognition means that we surpassed voting for credit union competitors 5x our size.

From the over 300 awards presented at the 2015 CUNA Marketing & Business Development Council Conference they selected and recognized three for Excellence. Inspire Federal Credit Union received one of the three Awards of  Excellence for the Brand Re-Animation and Name Change. Also Hilary Reed the Senior Vice President and Chief Relationship Officer for the credit union was awarded the Marketing Professional of the Year.

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