Our team embarked on a transformation journey, starting with extensive market research of the surrounding service area. Key elements of the solution included:

• Market Research: HIERARCHY identified several areas of opportunity, including multi-generational households, underrepresented demographics, and the underbanked. These insights informed the development of a new brand expression and tagline.

• New Brand Expression and Tagline: We developed the tagline “Smart Money, Made Simple,” which became the foundation of a customer-focused campaign. This new brand expression was designed to resonate across all channels, from products and services to customer interactions.

• Robust Narrative Development: We crafted a narrative that positioned MAX Credit Union as a forward-thinking institution. This narrative extended the financial conversation to multi-generational households, emphasizing the credit union’s commitment to inclusivity and accessibility.

• Comprehensive Implementation: The new brand expression and tagline were incorporated across all touchpoints, ensuring a cohesive and impactful brand presence. This included marketing materials, customer communications, and in-branch experiences.