Rarely has the development of a brand so clearly shown the power of truth. In First Source Federal Credit Union, we had found an ideal partner, just discovering their own brand, ready and willing to allow us to explore it with them, and create powerful ways to tell their stories. They also fully embraced leveraging every tool at our disposal, from digital campaigns to broadcast and outdoor.
We discovered their strengths early on: an ability to make personal connections with Members, and their founding mission to educate consumers. We made their brand all about relationships and creating smarter financial consumers, and everything from branding to promotions reflected that feeling. Our visuals included “the Hug”, a curved graphic element enfolding each visual. First generation ads looked like Match.com video dating ads, encouraging relationships with First Source.
We further developed the Hug as an actual mascot who personified the way they cultivated financial relationships as warm as personal ones. This relationship approach permeated everything First Source did, and rang true in the communities they served.
After a good run appearing in ads and at events, the Hug was retired, and the relationship brand has evolved. Their mission to educate consumers is represented by a new tagline: Live Smarter. Social media content includes personal messages from staff, testimonials from Members, and lessons in making better financial decisions. First Source’s membership is at capacity, they opened new branches during the recession, and they are adapting to the overwhelming success of our integrated marketing efforts. In their embrace of the community, they Live Smarter every day.