RTP Federal Credit Union
Identity design and strategic planning
RTP Federal Credit Union (RTPFCU) was struggling with brand awareness and maintaining consistent growth despite being a part of the community for more than 30 years.
RTP Federal Credit Union (RTPFCU) was struggling with brand awareness and maintaining consistent growth despite being a part of the community for more than 30 years. The changes in the credit union industry, market confusion and increasing competition among NC banks and credit unions required RTPFCU to take a new approach to the market—one that would increase membership and support the company’s plans for expansion. Company executives agreed that the logo and brand did not properly represent the credit union and needed updating with a more distinct look in order to help them achieve their growth objectives.
Kelly MarCom reviewed the company’s business strategy and goals and conducted market planning with their key staff that helped to identify the company’s strengths versus competitors and unique positioning that would attract new members. With primary research and many facilitated debates with staff and board members over the company’s future messaging, a clear sense of the company’s brand and a new brand strategy emerged that quickly gained acceptance among their internal teams. This provided the foundation for a modern logo that better communicated the company’s value and unique selling points to the market.
Our consultation led RTPFCU to infuse new life into their company culture and inspired a clear sense of purpose and direction for future success. Though executives were at times hesitant in changing the look that had long since defined the company, the process of exploration, debate and research kept everyone invested and confident in the outcome and introduction of the new brand. Since completing the new brand rollout, the company has noticed a greater sense of pride and excitement from its employees as well as from existing members. The new look has sparked the interest of prospects and has earned the credit union much respect from industry peers. The company opened new branches under its strong brand and continues to grow in the Triangle according to their goals.
