• Keep credit union members smiling with a brand refresh.
  • SELCO's brand restage meant new mailings and branded products.
  • SELCO's brand restage meant new marketing materials.


CLIENTSELCO Community Credit Union

MARKETCredit union

PROGRAMBrand system

Keep the members smiling.

Comprehensive brand refresh and ongoing marketing to bring warmth and a personal touch and differentiate from the competition.


Fast-growing, innovative credit union with headquarters in Eugene, Oregon and 10 branches.


Current and potential members of fast-growing and innovative credit union [individuals and businesses) in Lane, Benton, Linn, Deschutes, Marion and Polk counties.

This brand restage for SELCO included new product branding.


Build on SELCO’s reputation while reinventing the brand to be the “the Nordstrom of credit unions.” Without changing the logo, create an integrated brand program that is distinctive, recognizable and unique in the financial market. Define brand standards and apply them to everything from signing to literature to advertising to the website.


A brand color palette and design elements were created to differentiate between services and to contrast with the “expected” financial communication styles. From soft edges on ads to uncoated, warm-tone paper stock, to a friendly script series of “S” words, starting with “Smile,” all communications were revised and upgraded. Advertising campaigns and brochures were shaped from the member’s point of view, including inset photos of staff and members. Vertical brochures were converted to horizontal, and a new member packet broke from the traditional folder to present a box of information.


  • Brand system and brand identity guidelines
  • Staff training and presentation
  • Staff brand primer/introduction
  • Newspaper and magazine advertising formats and campaigns
  • Regional media campaigns including billboards and buses
  • New branch opening campaigns
  • Literature system design
  • Literature and mailings for sub-brands
  • Ongoing strategic direction
  • New product branding and introduction
  • Displays and banners
  • Annual report
  • Event support


The rebranding helped SELCO expand quickly and successfully into new markets, introducing new products and divisions with success.

This brand restage for the credit union SELCO included updated marketing materials.


  • Youth Programs: Credit Union National Association Marketing and Business Development Council, 2009: Merit
  • New Member Welcome Package: Credit Union National Association Marketing and Business Development Council, 2006: Diamond Award

The ‘road trip’ print ad and direct mail campaign was exactly the kind of funky, eye-catching approach we needed to reach our members. They’ve responded more than we’d hoped!

—Bonnie Larson, Marketing Director, SELCO Community Credit Union

A brand restage for any market, including financial marketing, means new marketing materials.

download pdfGET CASE STUDY