The Internal Revenue Federal Credit Union (IRFCU) was expanding membership to all federal employees in the region. The perfect time to re-launch as a new brand.

Insight
Research revealed the target doesn’t much like banks, seeing them more as “The Man” than an ally. Focus group participants were ready to sign up once they understood the credit union difference.

Approach
We created a totally new brand, FedChoice, and positioned it as “the un-bank.” Banks are for profit, FedChoice is for its members. Friendly and open. The logo is a big smile. Our campaign would be fun and as un-bank-like as possible, connecting with federal employees at home, at work and during the commute.

Results
A successful brand launch drove website traffic, sweepstake entries and, ultimately, memberships to new heights.