AdelFi
Rebrand

 

 

 

image1
- Case Study -

 

Ogletree Deakins Website Redesign


Renaming and rebranding
a 38-year-old digital credit union

 

AdobeStock_596421428_Square

 

The Challenge

 

Evangelical Christian Credit Union began its rebrand knowing the path forward would be daunting.

How do you rename and rebrand a 38-year-old digital credit union to appeal to a broader audience – a move that may alienate members who were drawn by the Evangelical Christian aspect of the name – in a financial environment that provided prospects with many powerful reasons not to switch their bank at all?

Our Solution

 

Rather than compete on traditional bank benefits, like rates and branch locations, we chose to highlight the values the credit union shared with its target audience as a reason to select AdelFi versus a traditional bank.

This approach allowed us to also speak to general credit union benefits as an extension of our values in a way that is more easily understood than defining what a credit union is to an unfamiliar audience.

Logo

 

The new logo features a unique and ownable symbol created by intertwined shapes that represent a fellowship of members. By uniting their resources, they can grow the Kingdom exponentially. This growth is represented by the green in the logo.

The negative space created by shapes in the symbol incorporates an additional design element, a hidden cross. The overall look of the logo, when paired with the selected font for ”AdelFi”, is a modern, digital, welcoming, and friendly credit union. “adel” in black gives the logo stability. “fi” in green separates it visually and adds tech energy to the name.

Before_and_After_Vert

Logo

 

The new logo features a unique and ownable symbol created by intertwined shapes that represent a fellowship of members. By uniting their resources, they can grow the Kingdom exponentially. This growth is represented by the green in the logo.

The negative space created by shapes in the symbol incorporates an additional design element, a hidden cross. The overall look of the logo, when paired with the selected font for ”AdelFi”, is a modern, digital, welcoming, and friendly credit union. “adel” in black gives the logo stability. “fi” in green separates it visually and adds tech energy to the name.

Before_and_After_Vert

 

 

 

Home_Wires
Insights_Wires
Search_Wires
Careers_Wires
Media_Center_Wires
Locations_Wires
AdelFi_Logo_Diagram

Tagline


The tagline consists of two parts. The first half represents the “Sage” brand archetype. The second half represents the “Caregiver” archetype. “Better banking” is the more practical representation of our services and technology. “Higher purpose” is aspirational and reflects the promise of how we can grow our money as good stewards and share it with the greater Christian community.

Tagline


The tagline consists of two parts. The first half represents the “Sage” brand archetype. The second half represents the “Caregiver” archetype. “Better banking” is the more practical representation of our services and technology. “Higher purpose” is aspirational and reflects the promise of how we can grow our money as good stewards and share it with the greater Christian community.

AdelFi_Logo_Diagram

 

Style Guide


As part of the rebrand, we developed AdelFi’s brand style guide to be used by all employees and partners. The style guide includes logos in various orientations and color options, typography, color palette, photography, illustration, brand design elements and voice & tone.

We also developed the overall brand look and feel and redesigned all their printed and digital marketing materials, such as their website, ppt template, business cards, email signatures, credit cards, etc.

Style Guide-1

 

AdelFi_website_Pages-1

 

 

AdelFi_Credit_Cards

 

 

AdelFi_Emails-3

 

AdelFi_PPT-1

 

 

AdelFi_Banner_Ads_Mobile-2

 

 

 

The Results


The new brand saw gross new membership grow 19% above the prior year and net new growth was 4.6%. This membership growth was not only significant but unexpected due to product and fee changes that went into effect at the same time of the brand relaunch. 


Our updated brand, and subsequent marketing campaigns, helped attract new members and did so without alienating existing members, potentially helping to keep them on board.  An ongoing brand impact study noted a 4.7% increase in brand awareness among young Christian families, our core target audience, just 10-months after the launch of the new brand.

The work was also well-recieved within the Credit Union industry as it won Category Best in the CUNA Diamond Awards.

AdelFi_CUNA_Award

AdobeStock_277892602

Ready to see what we can do together?