Suncoast Credit Union's Brand Evolution Story

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Information about Suncoast Credit Union's Brand Evolution Story
Marketing

Published on October 15, 2014

Author: grownmanbrand

Source: slideshare.net

Description

For more than 10 years, Grownman Brand has worked closely with Suncoast in developing several of the credit union's branding and advertising campaigns. In 2014 we developed for Suncoast a new logo that reflected the credit union's history and evolution as a trusted financial institution. We also consulted on the design and functionality of Suncoast's freshly purchased digital marketing tools, including its new website and content management system.

Additionally, we guided Suncoast through a wealth of research in search of the things that truly separated Suncoast from its competition. What we discovered became the cornerstone of Suncoast Credit Union's brand evolution and the foundation for the Save More for Life campaign.

1. Suncoast Credit Union’s Brand Evolution Use the buttons to get started

2. :30 “Higher Earnings” TV Spot - circa 2004 :30 “Become a part of something good” TV Spot - circa 2007 “Profits from your money belong to you” newspaper ad - circa 2004 “Port in the storm” billboard- circa 2008 Over the previous 10 years, Grownman Brand has worked closely with Suncoast in developing several of its advertising campaigns to ensure the credit union is poised to face the future in a position for success.

3. Logo Evolution In 1975 Hillsborough County Teachers Credit Union changed its name to Suncoast Schools Credit Union and developed a new logo to proudly reflect the evolution the trusted financial cooperative had undertaken. ! Three years later that word “Federal” was added to Suncoast’s name and corresponding logo to create a symbol that would represent the beloved credit union for next 36 years.

4. Suncoast's new logo originated from a set of logos called the “Illumination” series, a collection of designs that would shine in the modern world of smart phones, tablets and computer screens. ! The new design highlights orange in a way that carries on Suncoast’s ownership of the color that the credit union has earned over the last 36 plus years. The new logo’s color palette presents the sun as an illuminated representation of all orange’s variations in a manner that suggests a warm, inviting and familiar symbol. ! The style of the typography is designed to be just like the credit union it represents: familiar, friendly, unstuffy and plainspoken. The result is a new logo designed for an old friend; a symbol that is warm, uplifting and comfortable like your favorite cotton shirt.

5. Grownman Brand hunkered down and got cozy with hordes of Suncoast research including the credit union's annual member survey and reports published by leading industry resources. Research

6. The truths we extracted from this research would provide the foundation of Suncoast's branding and advertising campaign.

7. According to the 2012 Credit Union National Association's 2012 Benefits of Membership report, people who bank at Suncoast save a yearly average of $227 per member household compared to those who use banks. High-use members (defined as households with 6 or more suncoast services) save a yearly average of $1040. ! This truth became the basis for Suncoast's Save More for Life campaign.

8. In addition to devouring credit union industry research, Grownman Brand wrote and administered our own surveys to help us attain a more clear picture of how people in Suncoast's DMA feel about the credit union. You can never have enough data to help guide your marketing efforts.

9. Our research, acquired data, and storytelling combined to form the basis for Suncoast's Save More for Life campaign. This was the credit union's first major campaign in years and one that is poised to thrive in the future.

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