Landmark Credit Union and Cramer-Krasselt launch “Banking Made Easy,” an integrated brand refresh.
“Banking Made Easy.”
Seems obvious. Shouldn’t banking always be easy?
But when Landmark Credit Union, a not-for-profit financial cooperative serving 35 counties in Wisconsin, chose Cramer-Krasselt (C-K) to handle a complete brand identity refresh, a survey of more than 500 Wisconsin residents revealed helpful insights. Most people wanted banking products to be easier to understand and more transparent.
So Cramer-Krasselt (C-K) launched “Banking Made Easy,” an integrated marketing campaign illustrating Landmark’s commitment to less jargon, clearer explanations and quicker processes, like opening a checking account in five minutes.
Multiple video spots colorfully embody Landmark’s new visual identity and commitment by using a novel, mixed-media approach. Representing Landmark employees working for customers by showing only their hands, each subject presents and manipulates real-world scenes and objects (a functioning 3D lighthouse, complete homes with fully decorated interiors, driving vehicles, etc.) to highlight the benefits of banking with Landmark.
“When concepting a campaign that would support Landmark’s new look and feel, it was all about telling these stories in a fresh and uncomplicated way,” said Jim Root, senior vice president and group creative director at C-K. “We simplified things visually to make banking feel manageable and easy. The look is fresh and modern but there are also hidden moments in the spot to keep things interesting. You can watch it again and again and continue to find new things. It’s banking made easy but it’s also fun – and so different from the other campaigns in the market.”
As part of the brand identity refresh, C-K also created an updated logo, a modified color palette and a new tagline for Landmark.