CU Direct has a rich tradition as a company started by credit unions (CUs) to facilitate indirect loan generation, but they came to INK in transition. The heart of the company remains in lending, but there has been a focused progression to an enterprise end-to-end technology solution provider. With a 10 year-old identity system and an evolving competitive market, CU Direct needed to reposition themselves at both the brand and the product level to clarify their position in the present, and better prepare their products for planned progression in the future.
Starting with a brand and product analysis as well as cross-functional stakeholder interviews, INK mapped the current market and helped to align and evolve CU Direct's marketing across multiple campaigns. Based on the ensuing Strategic Brief, INK created a messaging framework and developed a new direction for the brand and it's supporting products across multiple channels (ex. brand identity system, website, brochures, etc.) to excite the market, amplify sales and customer expansion metrics and position the company for its next evolution.