Addition Financial: Count Us In

Addition Financial asks Central Florida to “Count us in.”

Strum helps launch a new name to market with emotive branding for organization-wide success.

Challenge:

Launching a new name is never easy. Launching a new name with a new brand voice in a market you’ve served for over eight decades — and doing it all in just a few months — makes a hard challenge even harder.

For over 80 years, CFE Credit Union served Orlando and Central Florida. After changing their name and logo to Addition Financial, the credit union needed to reinvent their brand experience for the future. This new identity needed to reflect Central Florida’s evolving demographics, with a consistent, yet flexible approach that incorporated humor, positivity and a message of service.

Solution:

Strum designed a brand built around Addition Financial’s commitment to financial education and member service. And we did it with tongue firmly in cheek. The folks at Addition Financial are experts, of course. But they don’t need to take themselves too seriously. So they connect with consumers on a human level by pulling in humor and relatability.

The brand rollout spanned branch installation and environmental merchandising, video, collateral, credit and debit card design, corporate communications, staff culture training, outdoor and digital display.

Light on product. Heavy on vibe.

With relatability, levity and a heavy dose of humor, these ADDY award-winning spots set the tone for the launch of the new name and brand.

Addition Financial can’t do everything, but for great banking and financial advice, count them in.

“Addition Financial has high school branches throughout Central Florida. Providing valuable learning opportunities for students — and an opportunity for a little fun.”