When Finch Brands conducted interviews with the team at Diamond, 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 the tagline, “That’s Younity.” The concept is designed to succinctly express the benefits of Diamond (and credit union) membership — that your financial institution’s interests are aligned with yours. The campaign, featuring a photo shoot using members and employees of Diamond Credit Union, ran on billboards, direct mail, in branch, social media, movie theatre advertising, TV, and radio. “That’s Younity” isn’t just a financial concept; it’s a way to capture the personality of the credit union and their dedication to helping their members. Younity gives a bold statement of difference that sets Diamond apart from commercial banks and creates an emotional connection with the people of Berks Country.