Crafting a New Brand
How we changed the way millennials looked at banking.
The backlash to the big, bad corporate bank is still with us. The “shop local, think small” movement is going stronger than ever. So when we worked on a rebranding campaign for Legacy Credit Union – we thought, why couldn’t the same direction work here?
We delivered on the notion of “craft banking” in a full spectrum of media to communicate the benefits of working with Legacy Credit Union to “Craft Your Legacy.”
The video execution was a love story to the history of the Birmingham, capitalizing on the individuals and craft businesses that make this city unique.
Branding begins from within. We created an internal branding booklet with the 7 Principles of Craft Banking to inform Legacy associates about the campaign and the values it represents.
OUT OF HOME AND DIGITAL
Outdoor and digital advertising took the message tactical, focusing on the benefits of the loans, credit card and checking account product.