Alabama Credit Union — TV

Alabama Credit Union


Alabama Credit Union (ACU) is a progressive, member-owned financial 
cooperative with 18 local branches, 41,00 members and $303 million in assets.


A smaller financial institution with a limited marketing budget, Alabama Credit 
Union’s goal was to educate prospective members about the value of belonging 
to a credit union. The challenge was to deliver an effective TV-based campaign at 
an affordable price point that would increase membership.


Visited five Alabama Credit Union branches in three different markets to 
observe the credit union’s interactions with members firsthand. And, after the 
brand pillars were identified and ranked, I then developed concepts to best 
deliver the relevant messaging to potential new members. 

“You Are Alabama. We Are Your Credit Union.” became the foundation for the 
comprehensive new member program, and the “Shadow” visual style illustrated 
how ACU stands behind its members and their aspirations. The result was a 
significant increase in membership.