Affinity Federal Credit Union
Category
Agency
DiMassimo Goldstein
CHALLENGE
We had successfully shown what Affinity was not in Feeball but it was time to focus on what Affinity was—a not-for-profit, member owned credit union.
Our Community Connected campaign was a fully integrated, low budget re-branding which included TV, radio, out-of-home, social, digital, landing page and new design guidelines featuring ALL real members. For TV, we provided a guide for our members on how to record our script themselves and add their own personality and story. The result was an authentic, genuine, real account of what it means to Belong to Something Better.
Video Content
Brand Guidelines
We collaborated closely with the design team and worked in parallel to create Affinity’s new look & feel that would exist across all campaign and brand elements.
OOH
Landing Page
Experiential
To launch the new campaign internally, we constructed an installation Affinity employees could help create. The string symbolized their values and the negative space formed their tagline, Belong to Something Better.
Team
- CCO: Tom Christmann
- CD: Amy Su, Emily Strand
- ACD: Trevor Hickey
- Sr. AD: Erica Grau
- Design Director: Claudia Mark
