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Hudson Valley Federal Credit Union

one more reason people are banking and borrowing here

overview

During the past 20 years, Hudson Valley Federal Credit Union (HVFCU) has grown into a $4.7-billion financial institution in Upstate New York; their brand identity, however, remained the same. The research-driven rebranding strategy we launched in mid-2015 is helping to change all that, giving consumers and businesses a reason to take a closer look at—and switch to—HVFCU. And switch they have: Since May 2015, deposits and loans have increased 8.5% and 12.22%, respectively.

Brand Development

Standing out against some stiff competition

Modern yet warm, friendly and distinctly community-focused, the new HVFCU brand distinguishes the credit union from their “big bank” competitors, and clearly communicates who they are—and who they serve.

Hudson Valley Federal Credit Union Logo
Hudson Valley Federal Credit Union - Valley from logo
Hudson Valley Federal Credit Union Knockout Logo
Hudson Valley Federal Credit Union 2017 Annual Report Cover

The Valley icon is integral to all HVFCU-branded communications, from paid media placements to annual reports and collateral.

Hudson Valley Federal Credit Union Branch Image showing Logo
Hudson Valley Federal Credit Union Print piece showing how the valley is used as a design element

Video & Motion

Piquing interest—and awareness—in The Valley…

The research results made it clear: HVFCU is perceived as the local financial partner that puts the needs of their members and community first. Our initial broadcast creative leverages The Valley name to bring that position to life.

This new series takes the creative from “to life” to “real life,” incorporating the reasons real members bank or borrow with HVFCU in an innovative take on the tried-and-true testimonials.

Out-of-Home

… and around The Valley
Hudson Valley Federal Credit Union Outdoor Billboard
Hudson Valley Federal Credit Union Outdoor Billboard
Hudson Valley Federal Credit Union Bus Billboard
  • Digital Ad 300x600 1 of 3
  • Digital Ad 300x600 2 of 3
  • Digital Ad 300x600 3 of 3
  • Digital 300x250 Ad
  • Digital Ad 300x600 Mortgage Ad

DIGITAL

Promoting products, driving sales

With broadcast and out-of-home building awareness, product-focused digital executions (as well as print) drive account openings.

Outcomes

12.2%

increase in loans

8.5%

increase in deposits

7K

net member growth

Working Together

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