How do we position a trusted neighborhood credit union in a new and exciting way?

Excite Credit Union had just developed a new identity but lacked clear brand positioning. We started by identifying their DNA, which we call ‘Community Financial Equity’. This core essence was the base from which we built the rest of their brand positioning, including their personality, tone of voice, brand promise, and elevator pitch.    

From there, we created a new tagline, ‘Step up to better’. It’s not only a call to action for customers but recognizes Excite’s commitment to their community like backing nonprofits and opening free savings accounts for kids in underserved communities. The tagline became a strategic platform to extend their messaging across all of their communications in infinite and creative ways.   

Bright and simple graphics stand out in a landscape full of bland banking brands, and their bold language puts a modern spin on an otherwise buttoned-up sector. The brand now conveys a sense of hope and optimism without being trite or patronizing and injects a healthy sense of humor to give it an approachable, human touch.