SPOKANE VALLEY, WA – On May 1, Numerica Credit Union launched a new brand, bringing a fresh look and feel to the market as well as announcing their commitment to member well-being.
Jane Ronnfeldt, vice president of marketing for Numerica, explained that the brand is about fostering well-being in the lives of Numerica’s members.
“We have always been committed to our members and to the communities that they live and work in, and now our brand is more reflective of that commitment,” Ronnfeldt said. “Our brand promise is to be what people expect from us.”
To create this perfect representation, Numerica partnered with The Karma Group, an organizational branding specialty firm based in Green Bay, Wis., to define and articulate the Numerica brand.
Steven Meyer, president and executive creative director for The Karma Group, talked about the process behind creating Numerica’s brand. “When branding an organization, you can’t turn companies into something they are not. You have to extract who they are when they’re at their very best, understand how they bring meaningful value to their audience segments, and then hold that up for employees and customers alike, so that the public has accurate expectations and the staff is prepared to deliver an experience which meets or exceeds those expectations.”
Together, they conducted extensive research with members and non-members in four markets in Washington and Idaho to identify the rational, emotional and psychological nature of the relationship area residents want to have with their financial institutions. What they discovered was that people want help achieving financial health, reducing stress and anxiety, and supporting their communities. From the results, the Numerica brand came to life:
- A logo, created to visually represent well-being and express notions of wholeness, growth and community. Some interpret it as an encompassing embrace, others as raising people up, and still others as blossoming prosperity. The colors were selected by consumers who consistently identified the life-giving colors (blue and green) as representing outstanding financial services organizations.
- The Numerica brand expression – Life moves. Live well. – walks hand in hand with the logo, and speaks to the idea that you can't control the twists and turns of life, but with Numerica as your partner, you can live well along the journey.
- A kick-off campaign that reinforces Numerica’s commitment to their members and to their communities. “Win-Win” is a sweepstakes campaign that awards the winner $10 thousand for themselves and another $10 thousand for the charity of their choice.
Meyer explained that working with Numerica to develop the brand has been a pleasure. “A brand committed to helping people navigate the twists and turns in life, all to help them come out on top, living well, is something we’re very proud to be a part of. Numerica is that helpful, insightful friend we all want on our side.”
Numerica Credit Union
Numerica Credit Union currently has over 90,000 members throughout Central and Eastern Washington and Northern Idaho and over $1 billion in assets. It offers a full line of financial products and services, including mortgages and business products. Membership is open to anyone who lives or works in the State of Washington or the Idaho Panhandle.
Link to Brand landing page and “Win Win” commercial.
The Karma Group
The Karma Group is a full-service brand development and advertising firm located in Green Bay, Wisconsin. They have developed effective methods which will create and sustain brand architecture that is authentic to an organization and contagious with target audiences. For more information contact Steve Meyer, president, at 920-432-6685.