LANSING, Mich.—LAFCU’s giant letters won the 2017 MAC Gold Award for Outdoor Advertising and the MAC Silver Award for Community Engagement, the first year for the category, presented by the Marketing Association of Credit Unions at its 2017 MAC conference in Austin, Texas.
The six-foot-tall LAFCU letters, which cumulatively span 35 feet, are displayed at LAFCU-sponsored community events to engage the public. The letters were created to serve as friendly ambassadors, reinforcing the credit union’s name change from Lansing Automakers Federal Credit Union to LAFCU. In 2016, they were “reimagined” by Michigan artists to portray their vision of art, growth and community.
“The LAFCU letters represent LAFCU and our fun, creative communities,” said Kelli Ellsworth Etchison, LAFCU senior vice president of marketing. “We are honored by the national recognition and thank the artists who shared their incredible talent. We look forward to bringing the letters to more events throughout the communities we serve.”
The artists who each reimagined a letter are Derek Allmendinger, Sam “Samskee” DeBourbon and Brian Whitfield of Lansing; Laura Gajewski, of Portland; and Jeremy Coats, of Kalamazoo.
LAFCU worked with Harvest Creative Services, Lansing, to conceive the letters.