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Case Study

CU First

As the first and only credit union service organization (CUSO) dedicated to saving credit unions money on brokered insurance services through innovation and technology, Credit Unions First emerged as a revolutionary entity in the CUSO space in 2023.

In need of formal brand messaging and logo development, Credit Unions First turned to M3 Group to authentically capture their goals, ambitions and purpose.

Our Solution

The primary challenge was to establish a brand that resonated with the ethos of credit unions —community-focused, member-owned financial institutions. The goal was to differentiate this newcomer from conventional insurance providers, emphasizing its dedication to keeping more revenue within credit unions and enhancing member experiences.

Our Solution:
The branding initiative for Credit Unions First was not just about creating a visual identity but crafting a narrative that spoke directly to the core of the credit union movement. Through a strategic amalgamation of messaging, visual design and communication strategies, Credit Unions First is positioned as a leader in the credit union insurance space, poised to offer unparalleled services to its partners.

The brand’s commitment to innovation, efficiency and member-focused solutions was encapsulated in its visual and verbal identity, resonating deeply with its target audience.

credit unions first logo

By establishing a strong and cohesive brand, Credit Unions First successfully differentiated itself in a competitive market, paving the way for sustained growth and impact within the credit union community.

Mission and Vision Statements: Crafted to underscore the commitment to revolutionizing credit union insurance through innovative, efficient and transparent solutions.

Tagline: “Keep More, Earn More, Serve Better,” succinctly communicates the brand’s value proposition.

Why Statement: Articulates the belief in the credit union movement and the desire to support its growth against the backdrop of big insurance monopolies. 

Logo Design & Color Palette: The creation of a versatile logo and clear guidelines for its usage, ensuring consistency across all platforms along with a strategic selection of primary colors (Cornflower, Electric Lime and Storm Cloud) and secondary colors convey the brand’s dynamic and trustworthy nature.

credit unions first logo