A regional credit union needed to update its branding to attract new members and differentiate itself from banks. The branding agency SKRdesign created a new tagline and ads focusing on how the credit union values every member and penny, in contrast to large financial institutions that treat customers as account numbers. They designed the credit union's new logo around the simple and recognizable icon of Benjamin Franklin, known for his saying "A penny saved is a penny earned". The rebranding emphasized that all members have a voice at the credit union regardless of account size.

2. KISS Branding

3. KISS Branding
Keeping It Simple, Stupid

4. Can you guess the brand?

5. Not all that easy, was it?

6. What makes us really remember a company?

7. Humans are complex by design,
but we are really simple creatures
when it comes to what we like and don’t like.
Playing upon 4 emotions consumers can identify products
from afar without reading a single word.

8. Is there a brand that surprises us
and makes us desire it, want it and connect with it?

9. YES.
There is one global brand that is so simple,
and is considered by many to be greatest brand ever.

11. Surprised?

12. Almost everyone on the planet recognizes the Olympic icon.
It needs no translation. It’s global and timeless.
The surprise is the world’s
athletes, spectators, nations, and it’s advertisers
desire it, want to be around it and connect with it on many levels.

13. It is the essence of genius to make use of the simplest ideas.
Charles Peguy

14. So...
A regional credit union was in desperate need
of a brand update to attract new members
and set them apart from traditional banks.

15. SKRdesign
started with the simplest, most recognizable icon in financing
that everyone knows.

17. Ben Franklin said “A penny saved is a penny earned”.

18. We see value in every member,
and in every penny.
We see value in every member,
and in every penny.
At Sun Center Federal Credit Union, you’ll never feel
like just another account number in a financial
institution’s database. We appreciate our members
as contributors not just to our credit union,
but to our community.
At Sun Center Federal Credit Union, you’ll never feel
likekeeping with account number inmembers,
In just another this respect for our a financial
we go to great lengths Wegive their moneymembers
institution’s database. to appreciate our every
opportunity to grow. It only takes $5 tounion, a
as contributors not just to our credit open
savings to our community.
but account (500 pennies) and $25 for a checking
account (2,500 pennies) at SCFCU —then you’ll
have access to all kinds of financial servicesmembers,
In keeping with this respect for our like
we go to great lengths to give their money every
online banking and free ATMs.
opportunity to grow. It only takes $5 to open a
Most importantly, all our earnings pennies) and members
savings account (500go back to our$25 for a checking
in the formaccount (2,500 pennies) at SCFCU —thenlowest!) rates
of competitive (and often, the absolute you’ll
on loans, great savings all kinds of much more. If you live, work,
have access to rates, and financial services like
online banking and free ATMs.
attend school or worship in Lorain County, you are eligible
to be a member at Sun Center Federal Credit Union.
Most importantly, all our earnings go back to our members
in the on in and let’s talk. (and often, the absolute lowest!) rates
Comeform of competitive We have a lot to offer you,
on loans,have a lot to offer us.
and you great savings rates, and much more. If you live, work,
attend school or worship in Lorain County, you are eligible
to be a member at Sun Center Federal Credit Union.
Come on in and let’s talk. We have a lot to offer you,
and you have a lot to offer us.
Mortgage Loans Construction Loans Auto Loans Savings & Checking
LaGrange • Oberlin • North Ridgeville • Wellington • South Amherst
Mortgage Loans Construction Loans Auto Loans Savings & Checking

19. In a time where customers are leery of financial institutions,
a new tag line and corporate ad was created by SKRdesign
to show this credit union was different.
All their credit union members have a voice,
no matter how much money in their account.

20. With SKRdesign, you’ll be talking with a partnership of free-lance communications professionals
excelling in design and production of collateral, advertising, sales promotion and Web design
for business-to-business, retail and consumer companies.
Whether It is just art direction needed or a custom creative team,
SKRdesign will make sure your project reaches its goal without the load of a full-service agency
and the higher cost that comes with it.
We bring your ideas into reality with:
Corporate Communications – Corporate ID and branding, internal and investor publications
Sales Support Collateral – Printed and digital brochures, direct mail and sell sheets
Trade and Consumer Advertising – Individual ads through comprehensive campaigns
Sales Promotion – Store and event promotions to contests and sweepstakes
Website Design – Initial or revised corporate sites, promotional landing pages

21. With SKRdesign, you’ll be talking with a partnership of free-lance communications professionals
excelling in design and production of collateral, advertising, sales promotion and Web design
for business-to-business, retail and consumer companies.
Whether It is just art direction needed or a custom creative team,
SKRdesign will make sure your project reaches its goal without the load of a full-service agency
and the higher cost that comes with it.
We bring your ideas into reality with:
Corporate Communications – Corporate ID and branding, internal and investor publications
Sales Support Collateral – Printed and digital brochures, direct mail and sell sheets
Trade and Consumer Advertising – Individual ads through comprehensive campaigns
Sales Promotion – Store and event promotions to contests and sweepstakes
Website Design – Initial or revised corporate sites, promotional landing pages
Let’s start talking to see how we can KISS your Brand.

22. With SKRdesign, you’ll be talking with a partnership of free-lance communications professionals
excelling in design and production of collateral, advertising, sales promotion and Web design
for business-to-business, retail and consumer companies.
Whether It is just art direction needed or a custom creative team,
SKRdesign will make sure your project reaches its goal without the load of a full-service agency
and the higher cost that comes with it.
We bring your ideas into reality with:
Corporate Communications – Corporate ID and branding, internal and investor publications
Sales Support Collateral – Printed and digital brochures, catalogs, sell sheets and direct mail
Trade and Consumer Advertising – Individual ads through comprehensive campaigns
Sales Promotion – Store and event promotions to contests and sweepstakes
Website Design – Initial or revised corporate sites, promotional landing pages
Let’s start talking to see how we can KISS your Brand.
Contact Susan Rahn at 216.262.2917 or at susan@SKRdesign.net
Contact Susan Rahn at 216.262.2917 or at sue1027studio@gmail.com
SKRdesign.net
www.coroflot.com/SKRdesign