Verity Credit Union
Vibrancy
Media
Branding
Advertising
What's in a word?
Verity Credit Union is big on being your friendly neighbor. They're committed to helping communities – and your savings – thrive. And they do it with strong values that everyone can stand behind.
For years, Verity was a strong supporter of the arts scene around their neighborhood branches. And while that local support helped build relationships, it failed to differentiate their products in a way that drove growth.
Verity had also recently become members of the Global Alliance for Banking on Values (GABV), and were interested to see how that partnership might further express their values-based approach. They wanted an agency that could help them tell a more holistic story around their commitment to community and the arts, while also incorporating their desire to promote prosperity with people and the planet in mind.
After digging through Verity’s past brand tracking studies and current member data, we created a campaign that positioned the brand as a financial partner who empowers everyone to dream boldly, while banking more responsibly. For the new platform, we landed on the word “Vibrancy”, and all that goes into illuminating it in each community. To launch, we revealed one letter of the word at a time on social, each coming from a different neighborhood of Verity's eight branches.
To enable Verity's in-house creative team to run with the idea, we developed a campaign toolkit that provided visual guidance, copy, and a core set of campaign assets for them to develop and extend across channels. This meant our team could focus on the full production of video, radio, and photography elements of the campaign.
Since launch, the Vibrancy campaign has received a strong reception from both new and existing members as evidenced by the MOM growth of member deposits, and new account signups – our primary KPIs. Online and foot traffic are also exceeding historical benchmarks as awareness continues to grow.
!["VIBRANCY" depicted in various letter styles against a collage of photos. Text reads, "Empowering vibrant communities to dream boldly." The bottom mentions Verity Credit Union's offerings and logo.](https://stkeystoneppe.blob.core.windows.net/keystone-uploads/verity-credit-union-vibrancy-campaign-toolkit-paid-media-product-flier-clza97m8t001d2ih3gedm0aki.webp)
![Three smartphone screens display social media stories from Verity Seattle featuring the text "Vibrancy" along the bottom. Each screen showcases a different story with vibrant imagery and text overlay.](https://stkeystoneppe.blob.core.windows.net/keystone-uploads/verity-credit-union-vibrancy-campaign-toolkit-paid-media-mobile-ads-clza9853p001e2ih38c1yhynn.webp)