Financial Center Reimagines Financial Wellness with Brand Refresh
Financial Center, a leading Indiana credit union, has launched their refreshed brand and an ambitious new approach to financial wellness. After an internal rollout earlier in the week, the refreshed messaging and creative is now live in the Credit Union’s markets.
The refreshed brand is centered around the slogan “Life Starts Here” – a nod to all of the unique first-time events Financial Center’s members and prospects experience over their lifetimes. From graduating college, to purchasing a home, to buying an engagement ring, the Credit Union highlights these ‘starts’ in their vibrant new brand messaging and imagery. Financial Center’s commitment to being available with advice and direction is at the forefront of its brand positioning, calling themselves “Your Credit Union for What’s Next” as a bold new tagline.
The nearly one-year long refresh project, led primarily by the internal Marketing & Creative Team with support from a local agency, is the first step in the Credit Union’s bid to reframe their nearly 70,000 members’ perspective of financial wellness. Dusty Simmons, EVP of Strategic Operations, explains, “We’ve found that our members often think to come to their credit union when they have a problem. But, with our refreshed approach, we’re working to position ourselves not only as a player in the crowded financial services industry, but as a key resource in the proactive wellness space.”
With bright and colorful creative, drawing inspiration from the company’s vibrant logo, popular fresh-focused grocery chains and boutique fitness and wellness studios, the brand’s design and imagery aligns with its new strategic messaging. “We’re aiming to be seen in the same light as a proactive visit to the yoga studio to get some mental clarity or a visit to the dentist for a bi-annual check-up. We’re inviting members to come in any time to simply chat with our financial coaches to get advice before they even need it,” said Simmons. The Credit Union’s focus on financial wellness isn’t new, being an 8-time national recipient of the Desjardins Adult Financial Literacy Award through the Credit Union National Association (CUNA). Yet, the refreshed branding seeks to bring a greater awareness of how financial wellness can be proactively integrated into members’ daily lives.
The launch involves new messaging and modernized creative through all of the brand’s channels including retail, website, social media, sponsorships, and event activations. In 2024, Financial Center plans to enter two new markets in northern Indianapolis with state-of-the-art banking centers and interactive teller machines. “As we quickly approach becoming a $1 billion credit union and expand our markets, it’s time to tell our story in a new and different way,” explained Simmons. “Our refreshed brand pays homage to where we’ve been and paves the way for what’s next.”