Brand Strategist

Kinecta had been serving the South Bay for over 80 years, but despite its long history, awareness of this federal credit union was low and failing to attract new, younger members. Not only was awareness of the brand low, but awareness of credit unions as a whole was also low among the younger generations they hoped to target. A rebrand was desperately needed…

Role: Senior Account Planner co-leading creative strategy

Banking Done Different (2019)

To rebrand Kinecta, we focused on what makes this specific credit union special - they’re more personal than your bank. Kinecta knows the South Bay, your neighborhoods and your needs more than a Chase, Wells Fargo or Citi because they live in the same place you do. Their owned by South Bay members, not stockholders, and live to serve South Bay members. Leveraging this insight, we positioned Kinecta as a partner that’s got your back for every step of your financial journey, not just when you “sign here”. That’s banking done different.

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