We promoted this credit union’s portfolio of financial products while establishing a new voice for the overall brand. After an exploration of Proponent’s culture, interviewing management, employees and members (not customers!), we discovered that the essence of the brand was found in its name. That’s because they act as an advocate, or a Proponent, for their members in their financial lives. Creative executions included print, out-of-home, direct mail, digital and point-of-sale advertising.
