Made for Members: A Smarter, Stronger Brand

The Scenario

Tower Federal Credit Union was looking for new growth and renewed relevance, but didn’t want to have to change their charter or their name to get it.

The Solution

A new, differentiated platform that sets up the renewed Tower brand for success. “Smarter Stronger” positioning empowers Tower with a refreshed story and new brand experience to connect their core members to the community.

The Story

When a legacy credit union needed to reinvigorate their 70-year-old brand, they looked for a partner who could successfully make a case for change, build a brand strategy based on real research and gain consensus among key stakeholders across the organization.

Building on the solid foundation of their intelligence community member base, the updated Tower brand identity represents a powerful new promise – helping members find a smarter way forward to build a stronger future. 

Through customized research, focused interviews and panel discussions, Adrenaline developed a plan for Tower to connect and communicate with a younger generation, while maintaining their core membership.

Reinvigorating the Tower brand with a new story and experience connects core members with the community and earns new growth and distinction with the same name. While upholding their longstanding brand values, the updated, modern brand appeals to all generations seeking to know more, grow stronger and protect their financial wellbeing.

From brand launch to branch conversion, the rollout successfully communicated change to members and the market for Maryland’s largest credit union. Refreshed branches create beacons of smart strength in the community and the bold new look honors the Tower legacy while looking to the future.