Complete rebrand for the ‘good guys’ of banking.

We are very happy to see that our new brand for Capital Credit Union (CCU) is now being rolled out across their website, marketing materials and soon… a TV campaign!

Working very closely with the CCU team to communicate their benefits (“better than a bank” among others), we conducted research groups that helped guide the personality, a style for describing their products and of course the visual approach. With a challenge to bring in new members and increase borrowing, the brand needed to distinguish itself from other financial services and promote this community-based, feel good, not for profit financial services company.

“As a not for profit financial services company, we belong to a sector that no-one knows about. Rather than this being a problem to PAX, they embraced the challenge; setting up external focus groups and pulling apart the pre-conceptions that we had about out own imagery and message.

PAX tactfully took us through a significant journey and completely changed our look and message and we’ve seen a significant growth since. They were respectful of budget challenges we faced, and truly went above and beyond the call of duty to ensure we were on the journey with them. We look forward to continuing to work with them.” CCU Marketing manager.

CCU are in the process of booking a nationwide TV campaign based upon our branding and we can’t wait!!

For CCU portfolio, click here