Ownership – Stressing the Credit Union Difference


Texas Dow Employee Credit Union (TDECU) wanted to energize their brand, using their service-centric approach. It became essential to communicate that TDECU improves people’s lives and strengthens their communities. They do this by always putting their member’s interest first and providing expert financial solutions with the service an owner deserves.

See the Campaign

  • TDECU NewOOH052312_
  • TDECU NewOOH052312_14
  • TDECU NewAds052312_13
  • TDECU NewAds052312_3
  • TDECU NewAds052312_4


Market surveys reported and reinforced the idea of ownership was very important to both members and non-members. People are more likely to switch financial institutions when they have a stake in ownership and are treated accordingly.

Surveys also reported a lack of awareness for TDECU’s variety of sophisticated product offerings.


We focused on a simple, yet engaging approach, which would trigger the public to switch. The best way to accomplish this was to capture the positive, emotional satisfaction an owner experiences at TDECU and play off of the rampant frustration others feel with their bank.

We also applied these themes to collateral, in-branch materials and merchandise to reinforce the campaign at all touch points.

Elements included:

  • New simplified Corporate & Diversified logos
  • Re-Branded Corporate Stationery
  • Campaign Phases
    • Owner (member)
      • Print
      • OOH
      • Collateral
      • Specialty Products
  • Expert (employee)
    • Print
    • OOH
    • Collateral
  • Diversified Services
    • Print
    • OOH
    • Collateral
    • Campaign Brand Guideline


This campaign was just launched and we are anxiously awaiting analytical results; however, the corporation has adopted their simplified logos, bright color palette and animated style of photography and have run with it, applying it to many aspects of their business.

Posted on . Categories: Client Stories, Financial