Featured Campaign: ABNB Federal Credit Union

Open, Honest, Hardworking New Brand

ABNB Federal Credit Union is a progressive, people-friendly credit union out of Virginia that prides itself on being genuine, honest, and
serving the hardworking people of their community. They just needed a strong, consistent brand that would help define that ABNB story in a
way they hadn't before, while overcoming some perceptions by letting the public know that ABNB was open to them.

Third Degree developed a branding strategy focused on what ABNB really stands for in terms of values and service. The new look and feel was "friendly meets bold" with a down-to-earth tone of voice that speaks to the members they serve. "Open. Honest. Hardworking." became the new positioning (a departure from their previous tagline "better than a bank") while keeping certain visual elements, such as the blue and gold colors and regionally symbolic wave, helped provide consistency in translating the existing brand into the new brand identity.

But we knew that just launching this new brand wouldn't be enough. ABNB had to start from the inside out.

ABNB held an internal launch pep rally before launching the brand to members and prospects. As employees arrived at the ABNB corporate headquarters, they were greeted by light pole banners and a building wrap featuring the new brand identity. Each employee received an internal culture booklet and a mixed music CD themed around feeling the ABNB difference. VPs reinforced the new brand identity with a brand video, a skit, a guitar performance, and personal stories. As a follow up to the event, each employee received a personalized direct mail piece at their home address, a first for ABNB.

The brand video was also a big part of the "unveiling" to the staff and is now played on ABNB's multimedia screens in their branches.

TV spots were developed for the external launch based on the internal brand video, each with a unique donut highlighting a specific ABNB product or promotion. Radio spots, outdoor boards, and newspaper ads also helped broaden ABNB's reach and announce to the community that ABNB is open to all.

In addition to television, branches received poster art, window clings and light pole banners of the new brand. Members received statement
stuffers introducing them to the new brand identity. Prospects and selected members received variable direct mail pieces which combined
the new brand identity with promotion of ABNB's Rewards Checking product.

ABNB also balances its branding message with ongoing seasonal promotions throughout the year to help boost short-term results, whether promoting Super Bowl tickets for a Visa credit card promotion or introducing the first high-yield checking to their marketplace. You can see the "Feel The Earn" ABNB Rewards Checking case study here.