INDIANAPOLIS, Ind.– Financial Center Credit Union has launched refreshed brand and what it is calling an “ambitious new approach to financial wellness.”
The $842-million Financial Center said the refreshed brand is centered around the slogan “Life Starts Here,” which it said is a “nod to all of the unique first-time events Financial Center’s members and prospects experience over their lifetimes.
“From graduating college, to purchasing a home, to buying an engagement ring, the Credit Union highlights these ‘starts’ in their vibrant new brand messaging and imagery,” the credit union said.
It added its commitment to being available with advice and direction is at the forefront of its brand positioning and new tagline, “Your Credit Union for What’s Next.”
Year-Long Project
According to Financial Center CU, the nearly one-year long refresh project, led primarily by the internal marketing and creative team with support from a local agency, is the first step in its bid to reframe their nearly 70,000 members’ perspective of financial wellness.
“We’ve found that our members often think to come to their credit union when they have a problem,” Dusty Simmons, EVP of strategic operations. “But, with our refreshed approach, we’re working to position ourselves not only as a player in the crowded financial services industry, but as a key resource in the proactive wellness space.”
‘Bright & Colorful’
Financial Center said its “bright and colorful creative” drew inspiration from the credit union’s vibrant logo, popular fresh-focused grocery chains and boutique fitness and wellness studios, the “brand’s design and imagery aligns with its new strategic messaging.”
“We’re aiming to be seen in the same light as a proactive visit to the yoga studio to get some mental clarity or a visit to the dentist for a bi-annual check-up,” said Simmons. “We’re inviting members to come in any time to simply chat with our financial coaches to get advice before they even need it,” said Simmons.
Not a New Initiative
Financial Center added that the focus on financial wellness isn’t new, as it is an eight-time national recipient of the Desjardins Adult Financial Literacy Award, but the refreshed branding seeks to bring a greater awareness of how financial wellness can be “proactively integrated into members’ daily lives.”
The 68,000-member FCCU said the launch involves new messaging and modernized creative through all of the brand’s channels, including retail, website, social media, sponsorships, and event activations.
New Markets
In 2024, Financial Center noted it also plans to enter two new markets in northern Indianapolis with state-of-the-art banking centers and interactive teller machines.
“As we quickly approach becoming a $1 billion credit union and expand our markets, it’s time to tell our story in a new and different way,” explained Simmons. “Our refreshed brand pays homage to where we’ve been and paves the way for what’s next.”
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