North Shore Federal Credit Union
Shoring up a brand for sustained growth
Guided by its internal compass, North Shore Federal Credit Union needed to update its brand guidelines to reflect its community roots and growing footprint as it expanded down to Duluth.
After a comprehensive Discovery, Definition, Design and Deploy journey, my writing partner and I continue to enjoy our ongoing creative AOR role and mentoring their internal team.
Video Credit: David Cowardan
Place as Principle
Place as principle
System foundation
identity components
messaging
Even nearer. Ever brighter.
Omni-channel awareness campaign elements.
Lifestyle and auto loans digital awareness campaign elements.
Lights-on lending
Firsties
A brand campaign designed to make first-time buyers feel right at home.
North Shore Hunger Heroes
An omni-channel campaign that required all of my design superpowers.
Video Credit: David Cowardan
Video Credit: David Cowardan
Join in. Shine on.
A project to help take the campaign on the road.
Outcome
Following the introduction of the new identity and messaging system, NSFCU experienced continued growth across key measures—reflecting increased scale, expanded community presence, and sustained member trust.
↑65%
DEPOSIT GROWTH
Reflecting nearly $99M in increased member deposits
20%
MEMBERSHIP GROWTH
In five years time membership grew from 11,278 to 13,555
+2
NEW BRANCHES
NSFCU's Branch network expanded from 6 to 8 locations
