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.

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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.

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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

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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.

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

There are also new print ads.

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We treat everyone like an insider. Even Soda Pop and Pony Boy.
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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.

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This billboard showed up across the street from The Weaponry, where it was born.
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Let’s stop TGIFing around.

Welcome to the second post in my Days Of The Week Series (my gut says this will be one of the seven best). Today we’re talking about Friday. Which is really more like Friday! It’s one of the most popular days of all time (see what I did there?) Everyone loves Friday. But I don’t love the way we often think about the day.

We all know the phrase TGIF.  The thing I dislike about this is that Thank God It’s Friday is really saying, ‘OMG! I am so thankful I have reached the end of my week of suffering!’

But on Fridays at the Perfect Agency Project we want to: Make the most. Not just coast. So we are rebranding the day as Phone a Friend Friday. Or Fone a Friend Friday. Or Phone A Phriend Phriday. Your choice.

Relationships are really, really important in business. I’ve made a genuine effort to develop, maintain and grow mine. In fact, people are one of my favorite things about this planet. And they were an important factor in me choosing to live on Earth.

Today we use lots of ways to keep in touch. We text, email, tweet, snap, chat, IM, Link and stalk people. But Fridays were made for phone calls. Because schedules free up and the pace slows down at the end of the week. So instead of using that lighter load at the end of the week to knock off early, or hang out at either the real or the proverbial water cooler, I encourage you to call someone in your network that you haven’t talked to in a while.

At a minimum, my Phone a Friend Friday calls are always a highly enjoyable end to the week. But they routinely provide great insights, advice and learning opportunities. They help strengthen my relationships. They often shine a light on another friend or contact that could use a call, a hand or a word of encouragement. And these calls regularly lead to new opportunities for me to work with some of my favorite people again.

So don’t start mailing it in just yet my friends. Pick up the phone today and end the week on a high note. Your Friday calls may prove to be the most valuable part of your week on both a personal and professional level. If you don’t know who to call, call me (614-256-2850). Even if I can’t talk at the time I’m sure to call you back. And my voicemail messages alone are usually  worth the call. Have a great day. And I look forward to catching up soon.

Why everything you’ve thought about Wednesday is wrong.

Today I’m starting a new Days Of The Week series. It focuses on the importance of each day of the week. The series will feature all of the best known days, including Monday, Friday and Saturday. But it will also touch on less popular days like Tuesday. But we are going to start the series with Wednesday. (Did the name of the post give it away?)

At The Perfect Agency Project we have deep experience in both branding and positioning. After performing careful research, analysis, a few focus groups, an online survey and interviews with key stakeholders, it is clear that Wednesday needs to be repositioned.

As the middle child of the work and school week this day has often been overlooked or forgotten. To most people Wednesday is Hump Day. It’s best known for being the half way point in the week. It represents the weekly hill to get over in order to start the downhill slide to the weekend.

This is so sad.  It is a horrible commentary on life, work and school. A week is not something to get through. To endure. Or to survive. The week, my friends, is your life. If you want the week to go faster and you’re thankful to be halfway done, you are saying that about your life.

Instead of calling Wednesday Hump Day, I would like to call it Evaluation Day. It is the day that we evaluate our progress towards our goals. It is the day we check to see if we should change something in our approach. Or if there is something more fruitful we can do in the last days of the week to make it a week to remember.

After beginning the week with goals in mind, on Wednesday we should take corrective action to make sure we achieve those goals and accomplish what we set out to accomplish. Wednesday should help you build momentum that you can carry through Thursday and Friday. Not to mention Saturday and Sunday, which apparently I just did.

I love me some Wednesday.  It represents the meat of progress. It is the full engagement day. Because it is equidistant from both Sunday and Saturday. Which allows us to keep our focus on the business at hand. If you are not finding the reward in your Wednesday you should find another way to spend your week. A new job, new career or new quest could completely change the way you see the day.

Wednesday is the American Midwest. Hardworking. Honest and real. Wednesday is farming and manufacturing and producing. Wednesday is where great things happen. Wednesday is not the fly-over states of some New Yorker magazine cartoon. (Which is really funny by the way).new-yorker-Map

So let’s all have a great Wednesday. Or Evaluation Day. Or Momentum Day. Or Full Engagement Day. Or maybe even Midwestern Day. Let’s make this the best part of the week. Because whether or not you realize it now, Wednesday is your life.