HAUPPAUGE, N.Y.– Hudson Valley FCU has rolled out a new branding campaign aimed at reflecting its growing relationship with consumers and businesses in its upstate New York markets.
The campaign was created by financial services marketing agency Austin & Williams and follows what the firm said was extensive market research. The new brand icon is designed to graphically position the $4.1-billion Hudson Valley FCU as the safe, local, service-focused, and loyal go-to financial partner individuals and business owners trust, according to Rick Chiorando, principal and chief creative officer at Austin & Williams.
“While HVFCU had grown and evolved in the past 20 years, their brand identity remained the same and did little to represent the credit union, their constituencies or their future direction,” said Chiorando in a released statement.
According to the agency, the new brand identity will be the cornerstone of a cross-channel marketing and advertising campaign that includes broadcast, print, outdoor, and digital marketing, as well as merchandising and collateral materials throughout its four-county network of branches.
“Rebranding is, obviously, a major endeavor – and one we didn’t enter into lightly,” said Chelen Reyes, vice president of retail delivery and marketing at HVFCU, in a statement. “We’ve been working with A&W for more than three years and knew they were the ideal marketing partner for such an important undertaking. The brand we created together perfectly represents our institution and our core values.”
A TV spot can be watched here. The billboards can be seen below.
