Align Credit Union is a credit union operating since 1922. Originally serving telephone workers, this financial institution now serves those who live or work throughout Massachusetts by providing personal and business banking, mortgages, financial planning, and insurance.
Align Credit Union was originally called Northern Massachusetts Telephone Workers Community Credit Union (NMTWCCU). They came to Sperling for help with rebranding because they were starting to lose original telephone worker members through attrition. They also looked to us for marketing to differentiate them from the competition and acquire new members.
First, we started by changing the name from NMTWCCU to Align Credit Union. This new name is shorter and more memorable, and the word “align” is a nod to their original membership of telephone workers and the telephone line. We also recommended changing the primary brand color from red, which is negative in the financial world, to blue and green. Once the logo, font, and color palette were finalized, we had a complete brand rollout in all of their locations and developed new signage, collateral, and corporate ID. We also developed comprehensive TV, radio, online, print, and outdoor marketing plans and developed all of the creative to promote their core products and services including mortgages, auto loans, and credit cards. The rebranding also included the development of a new, secure website that positioned Align Credit Union as financial experts and provided up-to-date information about products and services including daily rate updates.
during Align Credit Union’s partnership with Sperling, they continued to see an increase in membership and reached specific mortgage, auto loan, and credit card goals.