Featured Campaign: La Capitol Federal Credit Union

"Together We Thrive" Rebranding

La Capitol Federal Credit Union (or "La Cap," as they're known locally) is deeply rooted in the culture and community of Louisiana. With 55,000 members and strong name recognition, La Cap's promotion-focused strategy didn't leave a strong impression with their name.

La Cap asked Third Degree to help them find their unique brand story. They wanted to compete with national brands on a level playing field, but with local flavor.

Brand Platform

Because La Cap has a long history in the area, we created a look and feel that organically ties them to the physical aspects of Louisiana. La Cap's unique attribute is that it is based in Louisiana, a point of pride no other national bank could tout.

The brand also highlights what makes credit unions unique from banks. That theme is woven throughout all the brand messaging. La Cap stands besides its members to weather the storm, both figuratively and literally.

The new brand is best summed up in La Cap's tagline.

Together We Thrive

This tagline speaks to their local roots; that they are committed to a home rich in culture and family. It also reminds prospects of the credit union difference.

Video

Video is one of the most powerful tools for introducing a new brand. For a high-quality feel on a modest budget, we often use animation instead of live-action shoots. For La Cap, we created a video that pulls on heartfelt sincerity and also created a condensed version for use in TV spots.

Internal Mailer

In order to get internal buy-in on the new brand, we planned a "soft launch" that included a specialty mailer sent to each employee's home.

Using variable data to make each mailer unique to the recipient, this kind of piece makes everyone feel that La Cap is warm, welcoming and grounded in Louisiana.

This piece reminds employees that there are many places people can go to bank, but La Cap members know that this institution has stood by them through ups and downs. Only La Cap has been here all along growing beside its members.