Advantis Credit Union (CHILD BRAND)


 

Project Story

My boss, the VP of Marketing, asked me to join our internal cross-functional team tasked with masterminding a new, wave-making youth membership program. Since my colleagues all function in non-Marketing roles (IT, underwriting, operations, inside sales, and customer service), I designed and facilitated just-in-time learning experiences to develop baseline competencies for teammates with great passion for branding, but zero experience in the craft (they function colleagues. Learning experiences were fast, fun, personally-centric explorations and action-oriented. We explored, What is brand? What makes a great brand? and How do you vet a brand identity concept scientifically?

Together, we created these two concepts to help Marketing kickstart the creative process and launch the youth membership program in early 2019.

SCOPE

Market research

Product development strategy

Product and brand positioning

Cross-functional coaching

You were able to guide and empower our colleagues outside of marketing, stepping back to help them develop and learn quickly. Your effort exceeded my expectations for what this cross-functional team might accomplish. Thank you.
— John Nichols, Vice President, Marketing and Project Sponsor
 

Concept 1

Symbology: the fern: it represents growth, local and native PNW and PDX habitat, emergence, hardiness and evergreen value

Name: RYZE plays on both “rise” and “rhizome.”  A rhizome is a continuously growing underground stem that puts out lateral shoots and adventitious roots at intervals. Most ferns reproduce by division of their rhizomes or by spores that grow on the underside of the leaves.  (Naturally, “spore” wasn’t going to conjure up the impression we wanted to make.) The Y represents the Youth market segment. Meanwhile, the three segments of the Y represent the savings, checking, and loan product groups within the program. The Y also looks pretty sweet echoing the shape of the fern iconography.

Color Story: The dark grey, gold and aqua are all secondary or tertiary colors in the Advantis brand palette. From both a color theory and market research perspective, we know teens and young adults engage with bright, vibrant, colors that stimulate the risk/reward centers developing in their brains.

Typography inspiration: Bebas Neue for a simple yet technical or technological feel, cultural familiarity, warmth , and a vertical “rise”

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Position: RYZE is the only suite of banking cooperative banking products and services in the Pacific Northwest that helps young adults rise into adulthood as savvy savers and responsible spenders with a strong credit score. At a time when their parents and cultural elders are living paycheck to paycheck, saddled by debt, and oversold on the value of consumption, RYZE grows fresh mindsets, habits, and knowledge through financial coaching, digital learning experiences, and fail-safe financial opportunities that put young adults’ best finanicialinterests first.

 

Concept 2

Symbology: the wing is open, optimistic, unfolding, and active; the three segments of the wing represent the program’s three savings, checking, and loan product groups

Name: FLEDGE means to bring up a young bird until it’s wing feathers are developed enough for flight.

Color Story: The dark grey, gold and aqua are all secondary or tertiary colors in the Advantis brand palette. From both a color theory and market research perspective, we know teens and young adults engage with bright, vibrant, colors that stimulate the risk/reward centers developing in their brains.

Typography inspiration: Catamaran is in all caps for a grounding effect that balances the energy of the wing, polished yet relaxed, it has a straightforward, commanding openness

Position: FLEDGE is the only cooperative banking and financial literacy program in Portland Metro that helps teens and young adults develop healthy, financial independence early in life. At a time when their parents and cultural elders are living paycheck to paycheck, saddled by debt, or oversold on the value of consumption, FLEDGE offers exceptional, fair, and wholly transparent financial products and just-in-time digital learning experiences that help young people grow up into savvy savers and responsible spenders with excellent credit, and a lifetime of upward mobility.

 

ABOUT ADVANTIS

Advantis Credit Union is the fourth largest credit union in Portland Metro and the State of Oregon. They are currently in a growth phase. This project is one small part of that growth strategy, with the goal of attract and retain long tail memberships with emerging consumers, age 18-22 (whose parents and grandparents may or may not already bank with Advantis).

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