the power of branding
SAFE Federal Credit Union
With over $1 billion in assets and 120,000 members, SAFE Federal Credit Union is the largest credit union in the South Carolina Midlands. Even though their size may be impressive, they’ve struggled over the years to establish a powerful, consistent brand.
In the summer of 2016 SAFE’s VP of Marketing recognized the inconsistencies in SAFE’s marketing materials. Between quarterly campaigns, newsletters, and community events, SAFE was continually generating new marketing materials. The high volume of materials coupled with a lack of documented brand standards made it difficult for SAFE to maintain a competitive brand.
In order to get the brand back on track, SAFE used the 2016 fall auto loan campaign to kickoff a new branding initiative. Since the fall of 2016, we have worked closely with SAFE’s marketing team to build and establish the new brand for SAFE.
Every powerful brand emanates from within, so the first step was to understand SAFE’s values and evaluate how well the current brand was reflecting those values.
During the analysis, one piece of material stood out from the rest; SAFE’s website. The year prior to us coming on board, SAFE had done a complete redesign of their website. This new design gave SAFE the modern, friendly tone they were looking to build. Unfortunately, the rest of their marketing materials never took advantage of the design standards established by the website.
So, to create consistency, we let the website influence the direction we would take the brand. By utilizing the color palette, typography, and visual styles established on the website, we quickly created a cohesive style across all of SAFE’s marketing channels.
Since fall 2016, SAFE has experienced the following results:
- $200+ million in auto loans
- 6,000+ new members
- Each campaign has exceeded initial estimations by an average of 20%