overview
OUR Credit Union Rebrand:
Challenge: Rebrand to attract a younger audience and modernize the organization’s identity.
Goal: Establish a new name, color scheme, and identity that aligns with the evolving needs of a diverse, modern membership base.
Location: Based in Royal Oak, MI.
Target Audience: Focused on appealing to younger generations while retaining the credit union's core values.
Programs used:
Illustrator, InDesign, Photoshop
market research
Current Membership: Primarily Baby Boomers (born 1946-1964).
New Target Audience: Millennials, Gen Z, and digital natives aged 16-25, seeking a seamless digital banking experience.
Key Needs: Services that aid in saving money, managing debt (especially student loans), and achieving financial goals.
Values: This demographic prioritizes social responsibility, making OUR Credit Union's community involvement particularly appealing.
Life Stages: Many are starting families or careers, presenting opportunities for tailored financial products and services to meet their unique needs.
Goal: Position OUR Credit Union as the go-to financial partner for younger generations.
Baby Boomers (OUT)
Millennials (IN)
the brand
OUR Credit Union → monarch Credit Union
Monarch Rebrand for OUR Credit Union:
Inspiration: After researching potential names, "Monarch" was chosen for its symbolism of transformation, resilience, and freedom, aligning with the credit union's values and mission.
Target Audience: The new name and logo were strategically chosen to appeal to both current members and the younger market.
Brand Message: The monarch butterfly symbolizes growth and empowerment, reflecting the credit union's commitment to helping members achieve their financial goals.
Design: A modern and meaningful image that captures the essence of OUR Credit Union’s mission.
stationery design
email signature
digital display ads
brochure design
t-shirt design
baseball gear
Marketing Materials for Jimmy John's Fieldhouse:
Objective: Enhance marketing efforts by creating items that capture the spirit of the game.
Items Created: Baseball bat, baseball, and jersey featuring the logo and branding.
Purpose: Use iconic sports items to resonate with attendees of events sponsored by the credit union.
Strategy: Align the brand with the excitement and energy of the game to create a lasting impression, build brand recognition, and drive interest in the credit union's financial services.
go blue
presentation
Let's float like a butterfly with Monarch 🦋
