A fresh new look for one of the most loved brands in Wisconsin.

Last summer I got a very interesting call from a friend. She said she was conducting research for the University of Wisconsin Credit Union. And that following the research they would be looking for an agency partner, in Wisconsin, to help rebrand them. She began telling me how the UW Credit Union was a remarkable organization, with great people who delivered an excellent member experience. But I stopped her before she could finish. I said ‘Oh, I know all about the UW Credit Union.’

(To skip the fun back story you can scroll to the bottom, DVR-Style, to see the new work. But you will miss some interesting points and a giggle or two.) 

Back In the Day (When I was raised I’m not a kid anymore…)

I am a proud University of Wisconsin Badger. On my 3rd day in Madison, my freshman year in college, I made what I thought would be a quick trip to the UW Credit Union near my dorm. But when I approached the UW Credit Union it seemed that all 43,000 UW students were already in line in front of me. The only other lines I ever saw that long in Madison were outside Camp Randall Stadium on Saturday mornings, and in front of the Kollege Klub on Saturday nights.

I joined what appeared to be the entire student body, and stood in the longest line of my life, holding all of the money I had ever earned. All to open my UW Credit Union checking and savings accounts. I thought this place must be special.

And it was.

You’re So Money, You Don’t Even Know You’re Money!

The UW Credit Union became my primary financial institution, and would be for the next 15 years. My first auto loan was with the UW Credit Union. I borrowed $3000, paid it off in 11 months, and felt like a financial baller. But in 2007 an exciting career opportunities came calling, and it was time for me to fly (…time for me to fly…). So I left America’s Dairy Land, and the domain of the UW Credit Union.

Leaving Wisconsin (The Wander Years)

I moved to Columbus, Ohio, and then on to Atlanta, working my way up to the title of Chief Creative Officer. Then in 2016 I launched my advertising and idea agency, The Weaponry, and moved back to Wisconsin to be closer to family.  I had worked with several esteemed financial institutions, including Fifth Third Bank, Wells Fargo, and Huntington Bank along the way. And now I was hoping to put all of my financial experience to use with UW Credit Union.

They Meet

My friend Sue Northey introduced me to UW Credit Union’s Chief Marketing Officer, Anne Norman via email. We decided to meet for lunch. But I was in Milwaukee, and Anne was in Madison. So we met in Johnson Creek, an Outlet Malltropolis located directly between Wisconsin’s two largest cities.

Anne2
Anne Norman, about to sing the theme song from Laverne and Shirley.

Anne and I met for lunch at Hi-Way Harry’s, which for the unfamiliar, is the Rainforest Cafe of Johnson Creek. We had instant rapport. Although I think Anne has instant rapport with everyone. We quickly realized we shared the same vision for how great the UW Credit Union brand could be. We began talking next steps. Which are always my favorite steps.

The Mission

We put together a thorough proposal that was quickly approved. And we started to roll. We were about to strip the branding down to the studs, and reconsider everything. The logo, tagline, colors and personality would all be re-examined. When we were done we would create a look, language and personality that matched how great the UW Credit Union membership experience really was. Then we would create a fully integrated marketing campaign to bring the brand to life.

Assembling The Team.

My fellow Weapons, Simon ‘Sharper’ Harper, Kristyn’ K-Lil’ Lilley, Kevin ‘Lower’ Kayse and I met with the UW Credit Union’s marketing team, including Anne ’40-Under-40′ Norman, Justine ‘Happy Tears’ Kessler, April ‘Spring’ Laabs, Jocelyn ‘Let’s Ride’ Vande Velde, Becky ‘Shock Value’ Hubing, Jill ‘Rickert’ Rickert, Jill ‘Addy’ Addy, Andy ‘Hugs’ Schubert and Melissa ‘Everything Bagel’ Stapleton (because she does everything, not because she likes everything bagels).

Discovery

We started by digesting all that had been gathered about the UW Credit Union. The research revealed some really important findings, including:

  1. UW Credit Union is a very special place.
  2. UW Credit Union members love their experience.
  3. UW Credit Union invests time and energy in our members well before a bank would find any financial value in them.
  4. UW Credit Union really cares about the communities it serves.

However…

There was a common misperception that UW Credit Union was a starter bank. (Gasp!) Which is totes not true. But the strong and valuable association with the University of Wisconsin made people think it was a financial institution for college kids and recent graduates. They didn’t realize that UW Credit Union was an excellent financial institution for all ages and stages.

It was time to set the record straight.

Tagline

We explored a wide range of taglines to summarize how we support our members from their teenage years through retirement. Life changes bring on different needs and opportunities. And at the UW Credit Union we want to help you no matter where you are on your financial journey.

The new tagline:

UW Credit Union. Here for every you.

We are Here, whenever you need us. Which talks to UW Credit Union’s customer service that made them Forbes #1 rated credit union in the state. We are also Here in Wisconsin, just like our members. It explains why we care about your community, your neighborhoods, and your causes. Because they are ours too. We love the emphasis on You, the member. Because as a credit union, we only exist to serve you and your needs. Every symbolizes our flexibility and ability to adapt as your needs change.

Logo

We wanted a logo that was cleaner, simpler and easier to use. We wanted a contemporary look. And we wanted to it give us an identity that was distinct from other UW-related organizations, including UW-Health and The UW System itself.

See the source image
The old logo. It was ready for a good makeover.

New UW Credit Union Logo

The logo highlights the first priority of the organization: you. By highlighting the U in the  name in our flagship color, and making it of equal weight and importance to the name of our institution, we also convey our sense of responsibility to those we serve: You, our members. We also opted for a lower case ‘u’ because it felt more approachable, which is a distinguishing factor of the UW Credit Union. Also, we have taken the liberty to use ‘U’ and ‘You’ interchangeably. #creativelicence

uwcu-logo-3-color-main.jpg
The new logo. If you overlay the square and the circle from the old logo you can see the inspiration for the new U-Leaf shape.

Advertising

With the new logo, tagline and brand standards in place, we began putting the new brand look to good use. We started creating all manner of new materials in a fully integrated program

First out of the gate are these New Billboards.

UWCU-Brand-Madison-Bulletin-Outdoor-OL
If you know anything about Wisconsin you know we love to jump around. (Jump! Jump! Jump!)
UWCU-Brand-Madison-Bulletin-Outdoor-OL2
A very wise plant once said, ‘It’s been a long time since I rock ‘n’ rolled.’
UWCU-Brand-Madison-Bulletin-Outdoor-OL3
One of these is typically immature, the other is typically mature. But not always.
UWCU-Brand-Madison-Bulletin-Outdoor-OL4
Eventually, we all transition.
UWCU-Brand-Madison-Bulletin-Outdoor-OL5
People in Wisconsin have a funny was of saying things…
UWCU-Mortgage-Madison-Bulletin-Outdoor-OL2
From George and Weezy to The Wiz!

There are also new print ads.

UWCU-On-Wisc-Full-Print-Ad-Release
We treat everyone like an insider. Even Soda Pop and Pony Boy.
UWCU-Brewers-Game-Day-Mortgage-Sunflower-Release
This will appear in the Milwaukee Brewers program. And maybe a few popular dentist publication.

Radio

Here’s a radio script currently on air. I would attach the audio file, but I would have to upgrade my account to do that. And it’s too late at night to take on such monumental tasks.

At The UW Credit Union, we like to say we knew you way back when. When your only mode of transportation was the heel-toe express. When the only wheels you owned were connected to a pedal. We knew you when the only home you had ever considered buying was on a monopoly board. When your financial future was defined by the next pay check.  We knew you when your family was still supporting you. It was then, when you greatest asset was your work ethic and a dream, that we first invested in you.  The UW Credit Union. Here For Every You.

Credit Card Design

We then helped redesign the new UW Credit Cards. We turned the design on its head. Literally. Instead of the traditional horizontal design, we designed this card for the chip reader era, with a vertical orientation. To keep the design clean and simple we moved all the hard-working elements, including card holder name, number, contact info and legalese to the back of the card.

UWCU-Credit-Card-Set-Comp
Creating UW Credit Union credit cards was an in-creditable experience.

What’s Next

The new brand will also impact UW Credit Union branch design, television commercials,  sponsorships, debit cards and more. But the member experience will remain as good as advertised. Because people love the UW Credit Union experience. And we have certainly loved working with this great brand and the great team behind it. We look forward to all there is to come.

IMG_4596
This billboard showed up across the street from The Weaponry, where it was born.
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Published by

Adam Albrecht

Adam Albrecht is the Founder and CEO of the advertising and idea agency, The Weaponry. He believes the most powerful weapon on Earth is the human mind. He also authors two blogs: The Perfect Agency Project and Dad Says Daughter Says, a Daddy-Daughter blog he co-writes with his 12 year old daughter Ava. Adam can be reached at adam@theweaponry.com.

3 thoughts on “A fresh new look for one of the most loved brands in Wisconsin.”

    1. Thanks Lisa! Anne Norman is a Badger too. There were several of us involved which made it even more special. And I love the fact that you may have one of these credit cards in your family!

      Like

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