The Challenges
Crafting a Brand for the Heroes of NYC
One of the major challenges was developing a brand identity and messaging that resonated with MCU’s diverse community of ‘everyday heroes’—the healthcare workers, teachers, public safety employees, and community members who show up every day to keep New York running strong. We had to strike a balance between celebrating the heroes and addressing the financial complexities of their lives to create a cohesive narrative that evoked trust and empowerment.
Meeting the Needs of a Diverse Audience
MCU’s audience encompassed both financial experts and everyday individuals. We needed to ensure that the messaging and website design were precise and accessible, catering to the unique needs of each segment while conveying MCU’s commitment to their financial well-being.
The Approach
Collaborative Workshops and Strategic Research
To lay a solid foundation for the rebranding process, we engaged in a series of collaborative workshops with MCU’s team to understand their core values and goals. Our strategic research delved into the financial aspirations and challenges of the everyday heroes in NYC, allowing us to gain the insights necessary to shape an impactful brand identity and messaging strategy.
A Visual Identity that Celebrates NYC’s Heroes
Drawing inspiration from the heroes of NYC (along with the sights they encounter every day), we developed a distinctive visual identity that celebrated their spirit, hard work, and dedication. These brand elements featured dynamic illustrations and accessible iconography that represented the diverse community that MCU serves.
A Member-Focused Messaging Strategy
Our content team created an updated messaging strategy to highlight the positive outcomes members can achieve with MCU’s financial solutions and next-level member support. Then, we used this strategy to craft compelling website copy speaking specifically to the values and aspirations of everyday New Yorkers—not only information on banking products and services, but also additional content promoting financial literacy and even recommended products based on their lifestage needs.
The Impact
The rebranding and website redesign has had a profound impact on MCU’s digital presence and member engagement. The new brand identity has resonated with the diverse communities they serve, fostering a sense of belonging and trust. The user-centric website design empowers members with an easier way to find information on the financial products and services they need to build an exceptional financial future. Additionally, the website’s HubSpot integration has provided MCU’s marketing team with the flexibility to update content independently, further strengthening their brand’s external messaging and positioning.
