As the second-largest credit union in Kansas, Credit Union of America was in a unique position to leverage success into broader, deeper and longer-lasting customer growth and loyalty. Howerton+White, through customer and industry research, identified a clear niche in the market, unclaimed, and one that just happened to be how members described CUA — friendly, like family.
“Welcome to Friendly” became the credit union’s new promise to members and prospects. The phrase treats “friendly” as a place, specifically any CUA location and service. Here, members find the help and services they need delivered with a relaxed, friend-to-friend attitude.
A strong visual approach to the brand was also important. The open white backgrounds of television spots, posters, direct mail and brochures are always accompanied by short, simple headlines — all of which is designed to keep the brand as friendly and open-looking as the service itself.
At Credit Union of America “friendly” is more than a way of being. Friendly is a place. Welcome to Friendly.