North Shore Federal Credit Union
Shoring up a brand for sustained growth
As this shining example of financial independence and community activism continued to follow its internal compass down to Duluth—and beyond—they needed to recalibrate their brand message and design guidelines to more closely reflect their evolved truth and ever-expanding footprint.
After helping guide them through a comprehensive Discovery, Definition, Design and Deploy journey, my writing partner and I continue to relish our ongoing creative AOR role and mentoring their internal team.
Video Credit: David Cowardan
The System
Place as Principle
identity components
messaging
Even nearer. Ever brighter.
Omni-channel awareness campaign elements.
Lights-on lending
Lifestyle and auto loans digital awareness campaign elements.
Video Credit: David Cowardan
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
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
