Sikorsky Credit Union \ Sikorsky Credit Union

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Project Overview

Turning financial health into self-care.

Here's the harsh reality of the financial services industry: 42% of consumers can’t tell one financial brand from another. They’re all singing the same song about rates or telling people they’ll help their dreams come true. All while people lose sleep over money. For Sikorsky Credit Union (SCU), we needed to win across generations, differentiate in a look-alike category, and convert intent into loans, checking, and membership growth.

Services

Brand Strategy, Visual + Verbal Identity, Marketing Campaigns, Video Production, UGC Partnerships, Paid Media

Type

Marketing Campaign & Ongoing Strategy

Industry

Financial Services

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Campaign Evolution

Business-moving effectiveness.

(Impact)

#1

Named Connecticut’s top credit union 6 years in a row

85%

Increase in assets (from $700 million to $1.3 billion over a ~4 year period)

92%

Users in research that felt our financial wellness platform resonated with them

1st

In unaided brand awareness amongst credit union competitors

29%

Above goal for number of loans funded

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Strategy

A human insight we tapped into.

Our research uncovered that financial stress was the top factor negatively impacting Americans' mental health, eroding day-to-day well-being. We spotted the trends around mental and physical health, and online conversations focused on building wealth. And we saw the opportunity to connect them.

Being smart with your financial life is self-care.

This wasn't just a tagline. It was a fundamental reframe of what banking could mean in people's lives. While the wellness industry was booming and self-care was becoming mainstream, nobody had connected the dots between financial wellness and personal wellbeing, until we did for SCU.

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Visual Approach

A flexible system rooted in realness.

Sikorsky’s visual identity needed to flex across diverse offerings—but always feel warm, human, and approachable. We created a wellness-inspired design system built around honest photography, textured backgrounds, and a palette that feels soft, grounded, and reassuring. Typography leans conversational to communicate with clarity and warmth, reflecting a trusted, real-world guide. Every element works together to reframe finances as an act of self-care, not stress.

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Execution

Brand plus performance equals movement.

The average bank–customer relationship lasts 16 years, and with 95% of our audience not in the market for a loan product, we prioritized an always-on brand presence built to compound awareness over time. That long-term storytelling was supported by performance messaging aimed at people actively searching for SCU’s offerings and those thinking about switching their primary financial institution, appearing across Streaming TV, Out-of-Home, Amazon Prime Video, Hulu, Spotify, Search, YouTube, Google Maps, Retargeting, Geo-Fenced Digital Advertising, Mobile, Instagram, TikTok, Facebook, Reddit, and Native Ads.