McGraw-Hill Federal Credit Union

SITUATION
Originally founded in 1935 for the employees of The McGraw-Hill Companies, the McGraw-Hill Federal Credit Union has grown to serve over 100 organizations and more than 16,000 members nationwide.


CHALLENGE
Over time, the fragmented and internally created marketing materials failed to communicate a consistent brand message. McGraw-Hill Federal Credit Union determined it was time to begin leveraging their long history by re-engineering their existing brand to be more reflective of who they are, while preserving the positive experience that existing members already enjoyed.


SOLUTION
Through a strategic approach and a year of planning, Alan Brooks Creative rebuilt McGraw-Hill Federal Credit Union’s brand just in time for their 75th Anniversary.

Alan Brooks Creative developed the following:
New logo and a completely unique brand design to differentiate the credit union from the competition with illustrations that coordinate with the new logo colors creating a warm, connected feeling.

A re-focused strategic approach to showcase the core essence of the credit union.

A new positioning statement about the deep affiliation with The McGraw-Hill Companies. A fresh tagline focused more on how the credit union has built long-term relationships for over 75 years.

A suite of core marketing and business materials; new logo and plastic card designs; communication pieces for the board, members and employees; new collateral materials; sales folders; external signage; interior signage and branch posters; website; direct mail campaigns; van design.

In honor of the new brand and 75th birthday, Alan Brooks Creative developed a sweepstakes for the members of the credit union. By the end of the year, MHFCU had almost a 50% increase in activity among their members. This new brand showcases the strength of the credit union and represents its prosperous future.