Verity Credit Union

Verity had also recently become members of the Global Alliance for Banking on Values (GABV), and were interested to see how that partnership might further express their values-based approach. They wanted an agency that could help them tell a more holistic story around their commitment to community and the arts, while also incorporating their desire to promote prosperity with people and the planet in mind.

After digging through Verity’s past brand tracking studies and current member data, we created a campaign that positioned the brand as a financial partner who empowers everyone to dream boldly, while banking more responsibly. For the new platform, we landed on the word “Vibrancy”, and all that goes into illuminating it in each community. To launch, we revealed one letter of the word at a time on social, each coming from a different neighborhood of Verity's eight branches.

To enable Verity's in-house creative team to run with the idea, we developed a campaign toolkit that provided visual guidance, copy, and a core set of campaign assets for them to develop and extend across channels. This meant our team could focus on the full production of video, radio, and photography elements of the campaign.

Since launch, the Vibrancy campaign has received a strong reception from both new and existing members as evidenced by the MOM growth of member deposits, and new account signups – our primary KPIs. Online and foot traffic are also exceeding historical benchmarks as awareness continues to grow.