Spokane Credit Union Uses New Brand to Create ‘Global Citizens’
March 14, 2013
March 14, 2013
When Global Credit Union publicly launched its new brand last month, it unveiled a new look and a new strategic vision that together embody the foundations of both the credit union itself and the broader credit union movement.
Global worked hand in hand with Spokane, Wash.-based Boom Creative to develop an innovative new representation, and the new brand embraces its history by looking to the future through a familiar lens. Centered on the message that “Global is Everybody’s Credit Union,” Global plans to use its new brand to encourage people to become “Global Citizens” by saving money and giving back to the community.
Using information gathered from interviews with employees, members and the general public, the new look also reflects the credit union’s core purpose to grow dreams, members and community, reinforcing long-standing traditions of community involvement, military history and entrepreneurial spirit.
Global has consistently been recognized for its community outreach in each region it serves, and the introduction of the Global Citizen theme and Global Citizen Principles specifically highlights the credit union’s active support of various charitable causes, local artists, small businesses and organizations.
“This rebrand isn’t about changing Global Credit Union,” said Jack Fallis, Global’s president and CEO. “It’s about celebrating who we are and sharing the message.”
In addition to the unique and colorful new logo, Global’s rebrand initiative includes a strong emphasis on branch design, improving lending programs and advancing electronic access. Members will continue to experience world class service and Global’s commitment to excellence.
The campaign features TV and radio commercials with original compositions by local musicians and original artwork in print, billboard, bus and vehicle wraps by local artists, part of Global’s long-term goal of increasing relevance to younger markets.
“We’re very, very optimistic about the future and excited about where we’re going,” Fallis said.
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