Connect Financial

Creating a brand identity

Purpose Branding, Stakeholder & Cultural Change, Social Impact

"Within two weeks of approaching Green Team, they delivered on everything they promised – in spades. They did a complete re-branding job for us that was exciting, inspiring and well thought through. People walk into our shops simply because they like the advertising. Believe me, the many skills the agency bring to everything – absolutely everything – they do like second to none."

John Hensby, CEO, Connect Financial.

Brief:

For the newly named Connect Financial, Green Team were tasked with developing a brand identity and translating the identity across all of the credit union's touch points.

Strategic thinking:

Flying in the face of online banking trends, we strategically positioned the business as a people centred and approachable credit union. From the brand name to all touch points, the 'Connect' proposition was brought to life.

Creative:

With the Connect Financial brand story in place, the full brand identity was integrated across their in branch look and feel, uniforms, brochures and ATMs, as well as their website and online environment.

Results:

Spontaneous brand recognition equalled that of Commonwealth Bank only a month after launch.
760% increase in SEO click throughs.
Within months Connect Financial was the number one credit union in Tasmania.
Loan applications increased by 223%.
Average member value increased more than 20% within the first 12 months.
Brand awareness rose from 9% to 82% within the first year of the re-brand.