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Diamond Credit Union

The benefit of Younity.


Diamond Credit Union came to Finch Brands seeking to increase awareness and earn the interest of prospective members. 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 is or if they were eligible to join. Diamond wanted to convey the benefits of a credit union while differentiating themselves from the competition.


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.


The launch of the “That’s Younity” campaign coincided with the opening of Diamond’s newest branch in Boyertown, and the location saw the most successful opening of any branch to date. The next phase of Diamond’s rebrand will bring Younity to life with in-branch photo booths, local Younity events, and a TV video spot. As “That’s Younity” gains traction in Berks County, more residents are now calling themselves members and owners of Diamond Credit Union, as overall membership has increased 43% in our first year of work together.

Finch Brands, 123 South Broad Street, Suite 2150, Philadelphia, PA, 19109, Phone: 215.413.2686