Alaska USA - State of Mind
Broadcast / out of home / Print / digital
Project: Create an overarching brand voice for Alaska USA Federal Credit Union that separated them from their competition in the minds of consumers. This identity needed to work across multiple media, including TV, radio, print, outdoor and other media.
Challenge: Players in the financial services category all offer the same basic products and services. We needed to find a differentiator that was genuine, compelling, and could not be claimed by a competing institution.
Solution: Created “State of Mind” – an ongoing branding campaign that capitalizes on an Alaska USA attribute that no competitor can match – its Alaskan heritage and values. Numerous executions were anchored by the idea of neighbors helping neighbors, a true Alaskan mindset and the very essence of how credit unions work. This was a romantic notion that struck a chord not only in Alaska, but in other western states in which Alaska USA Federal Credit Union offers branches.
My Role: Helped concept and art direct TV spots, billboard imagery and headlines, in-branch posters, as well as print, online ads and mailers for both general branding executions and specific programs.
