Diamond Credit Union came to Finch Brands seeking to increase awareness and dramatically expand its membership base. As a credit union with five branches and roughly 47,000 members in Berks County, Pennsylvania, they faced a major obstacle—many potential members did not know what a credit union was or whether they were even eligible to join. Diamond wanted to convey the benefits of a credit union while differentiating themselves from banks in the area.
Increase in brand awareness in the first 2 years
Increase in new members in the first 2 years
in employee engagement
When Finch Brands conducted interviews with the Diamond team, two things were clear: they are truly passionate about creating a bright financial future for their members and they are heavily invested in serving the Berks County community. With this in mind, we created a brand concept called “That’s Younity” that succinctly expresses the benefits of Diamond Credit Union membership — that your financial institution’s interests are completely aligned with yours. The campaign, featuring real photos of members and employees, ran on billboards, TV, direct mail, in branch, social media, cinema advertising, and radio. “That’s Younity” isn’t just a financial concept; it’s an ideas that captures the soul of the brand. Without any direction from headquarters, employees took the idea and ran with it, creating local programs to engage staff and members. In total, Younity has been transformational for Diamond, driving extraordinary results, both internally and externally, as a platform for expressing the brand’s strong emotional connections.