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American Eagle Financial Credit Union
Elevating brand strategy to amplify member acquisition and attract the next generation
Services:
- Digital Marketing
- Strategy
- Video
- Media
- Creative Services
Overview
American Eagle Financial Credit Union (AEFCU) has grown into a trusted financial partner for over 180,000 members. Through its Connecticut branches and a robust digital and mobile banking platform, AEFCU is committed to making financial services convenient, accessible, and tailored to each member’s needs. However, AEFCU sought to set itself apart in a crowded financial marketplace by embracing its heritage while appealing to a new generation of tech-savvy members. To achieve this, AEFCU needed a mission-driven brand to position it as a forward-thinking yet community-focused credit union.
Our Approach
Through an in-depth discovery process, we redefined their brand archetype by focusing on emerging market personas and aspirations. This evolution was anchored by a powerful new tagline, "Freedom to Soar," which captures AEFCU's commitment to helping every member pursue their passions through financial freedom. To bring this vision to life, AEFCU's brand colors were modernized, moving away from dated blues and reds to fresh, vibrant secondary and tertiary tones, while preserving the integrity of their original logo. We also refreshed the fonts, streamlining the branding for a clean, contemporary look. Our collaboration culminated in the launch of a transformative campaign, highlighted by the brand anthem video, Fly. The video showcases the stories of members confidently navigating their financial paths, achieving their "super fly" moments, all powered by AEFCU's products and services.
highlight
The brand transformation of AEFCU reached across every channel—owned, earned, and paid—from dynamic in-branch signage and video teller machine screens to a fully revamped digital platform, engaging social media content, and new member collateral, AEFCU's refreshed identity came to life in ways that were both bold and strategic.
Empowering Financial Freedom for All
Rooted in AEFCU's belief in "Financial Freedom for All," the campaigns embodied a vibrant, aspirational spirit. These initiatives emotionally connected with audiences by telling stories of empowerment and success, highlighting how AEFCU's commitment to financial education and innovative banking solutions helps members achieve their goals.
I just wanted to take a moment to give you a BIG shout out on the Certificate and Money Market campaign. We had market leading rates but your agility and quick to market efforts made all the difference. We are grateful to be able to step off the gas so soon. We appreciate all of your hard work and commitment to our business objectives. We value our partnership with you all very much. Go GO Team!!!