Date: June 2025 
Industry: Credit Union / Financial Services 
Location: Northeast Wisconsin 

Background

Founded in the 1960s to serve employees of a local paper mill, this credit union had decades of trust and loyalty baked in. Its branches dotted small towns across Northeast Wisconsin, where personal service and community roots still mattered. 

But just outside those towns, the competition was fierce—shiny new branches from national banks, deep-pocketed credit unions, and a growing number of commuters spending their days (and dollars) in the city. 

They knew they had something special. They just needed help telling the story. 

The Challenge 

With a lean team and limited marketing resources, the credit union struggled to stand out. Each promotional effort felt like a one-off, shaped more by whoever had the loudest opinion than by a unified brand. They needed more than a logo tweak—they needed clarity, cohesion, and confidence. 

The Strategy 

That’s where we came in. At Exclamation, we start by listening. Here’s how we helped: 

  1. Data Deep-Dive 
    We reviewed their strategic plan, dug into member demographics, and crunched the numbers to understand the full picture. 
  1. Member Survey 
    We asked the people who matter most—members—how they felt about everyday experiences like loans, wait times, and service. 
  1. Human Conversations 
    We met face-to-face with nearly 20 team members, board leaders, and community members to hear what made the credit union great—and where they could do better. 
  1. Creative Workshop 
    With the insights in hand, we led a hands-on session with key staff to build a bold, authentic brand strategy. Together, we explored: 
  • A new visual identity
  • Brand promise and mission
  • A better, more consistent member experience
  • And tools for their team to put it all in motion 
CU Found their Voice - Campaign Examples

The Results 

In just three months, the credit union walked away with a refreshed identity, polished brand guidelines, and a game plan for standing out. 

Even better? This wasn’t a one-and-done. We became their go-to creative partner—helping with quarterly campaigns, social media, branded templates, and ongoing support to keep things cohesive and compelling. 

The Takeaway 

Branding isn’t just about looking good. It’s about earning trust, aligning with what your members need, and showing up consistently—especially when you’re the underdog. With the right partner, this credit union turned confusion into clarity and stayed top-of-mind across Northeast Wisconsin. 

In Their Words 

“The team at Exclamat!on is top notch! Always ready to help and easy to work with.”