Boeing Employees Credit Union provided Seattle consumers plenty of solid reasons for ditching the banks — they just weren’t doing a good job getting the message out.
Actual credit union members were featured in television, outdoor, print and digital executions. I also developed a 65-page campaign brand guidelines for use by four other partner design groups.
BECU’s story was told in a more compelling way, and the result was going from an unknown to the number one preferred banking option around Puget Sound in only 18 months. The wave of new accounts more than doubled the credit union’s asset value.