Cross Valley Federal Credit Union
- Location
- Wilkes-Barre, PA
- Industry
- Finance
- Year
- 2022 - Present
- Duration
- Ongoing
- Rebrand
- Tagline
- Website
- Landing Page
- Brand Management
- Creative Direction
- Marketing
- Video
- Social Media
Overview
What started as a chance elevator chat grew into a bold, vibrant brand—complete with a welcoming tagline, dynamic website, and ongoing campaigns designed to unlock opportunity at every turn.
CINQ gave us an image and a voice to share. They understood exactly who we are, and that showed in every element of the rebrand. It’s something we’re proud to share with our members and our community every day.
Jill McGlynn
Chief Experience Officer
The Challenge
For years, Cross Valley Federal Credit Union had a broad, unfocused identity, trying to be everything to everyone. Their previous branding, including a simple logo and the tagline "Solutions for Your Financial Life," felt generic and disconnected from their true mission.
As Jill McGlynn, an 18-year veteran of Cross Valley, put it, “The old branding wasn’t who we portrayed ourselves to be. It didn’t have meaning behind it. It was just...an old version of us.”
This lack of focus meant Cross Valley struggled to stand out in the financial services space and failed to connect deeply with members. It was time to redefine who they were and craft a brand that told a meaningful story.
The Strategy
Cross Valley partnered with CINQ to embark on a transformative rebranding journey. The process began with a deep dive into their identity, aiming to refocus on their mission of creating meaningful relationships and supporting members at every life stage. “CINQ really understood who Cross Valley was even before we did,” Jill shared. “They identified a path ahead of us that we didn’t even know was there.”
The rebrand centered around the new tagline, “Welcome to Opportunity.” Jill recalled, “When we heard that tagline, it took our breath away. It explains so much about who we are—our staff, our goals, our future. It’s a simple word that encompasses so much.”
An Updated Visual Identity
The vibrant brand mark for their new tagline brought newfound energy. “Who would think that just a few colors could tell so much more about us?” Jill remarked.
A Revamped Website
The website was transformed into an engaging, user-friendly platform that felt like an extension of their physical branches. Jill described it as “an experience—it’s not just a website. It’s another branch of the credit union, with its own voice that draws people in.”
Storytelling Campaigns
Marketing campaigns were developed to highlight Cross Valley’s role in members’ lives, whether helping buy a first car, fund a college education, or purchase a dream home.
CINQ worked closely with Cross Valley’s team to ensure the brand resonated internally. “Having that story made everything more real,” Jill said. “It struck a chord with our employees and gave them a better understanding of what we want for our members and our community.”
The Result
The rebrand brought new energy to Cross Valley, inspiring both employees and members. When the new branding was unveiled, magic was in the air. “It felt special,” Jill said. “That’s how we want our members to feel—like they’re walking into a unique, welcoming experience.”
The transformation achieved several key outcomes:
Member Engagement
Members embraced the vibrant new branding, particularly the upgraded website. “They love how easy and accessible everything is,” Jill reported. “It’s fun and exciting—it makes you want to explore and learn more about us.”
Strengthened Relationships
The rebrand deepened bonds with existing members while attracting new ones. “It’s helped highlight our products and services and brought more members in,” Jill said. “But it’s also strengthened relationships with the members we already have.”
Employee Alignment
Employees felt reinvigorated by the new story and mission. “It gave us so much more character,” Jill noted. “We’re not just your everyday financial institution—we’re so much more, and now we can show that to our community.”
As Jill summed up, “CINQ gave us an image and a voice to share. They understood exactly who we are, and that showed in every element of the rebrand. It’s something we’re proud to share with our members and our community every day.”
With “Welcome to Opportunity” as their guiding mantra, Cross Valley is now positioned to grow with purpose and continue making a meaningful impact on their members’ lives.
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