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Hudson Valley Federal Credit Union

one more reason people are banking and borrowing here

overview

Over the course of 20 years, Hudson Valley Federal Credit Union (HVFCU) had 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 developed helped to change all that, giving consumers and businesses a reason to take a closer look at—and switch to—HVFCU. And switch they did: The credit union posted annual deposit and loan increases that consistently beat industry averages throughout the campaign’s multi-year run.

Brand Development

Standing out against some stiff competition

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

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 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.