Two credit unions in Portland, Oregon, merged to create greater market appeal, presence and financial strength. Both were well known to their communities, had devoted client bases, dedicated board members, and individual sets of strengths and weaknesses. One institution was twice the size of the other and was ranked as the #1 credit union in the country for an institution of its size.
To successfully merge two institutions of varying sizes, unite diverse boards, and unique cultures, it was necessary to create a new name and brand identity. Both had to appeal to credit union members and the employees.
SDM's goal was to create a brand that fit both credit unions and its employees, and to increase member's confidence. Building a sense of security was fundamental in developing the new name, brand look and feel for us in all marketing elements.
The new name Advantis Credit Union makes a powerful statement. It is defined by four words: Advantage, Edge, Benefit, and Asset. The logo font was selected to portray a solid business presence while still having a welcoming feel. The use of three diamonds with one being more distinct than the other two, represent the past (the two merging credit unions) and the future (Advantis).
Action-oriented photography and bright colors in product brochures, web site, credit/debit cards, new member kit and other marketing materials created a unique and consistent look that differentiate Advantis from its competitors.
Name
Logo and identity package
Brochures
Website: www.advantiscu.com
Corporate identity standards
Credit/Debit card templates
Note: Advantis project was a partnership with Hydrogen Advertising
