First Tech Federal Credit Union | Brand Campaign
The credit union for people in tech.
Creative
Video
Media
First Tech Federal Credit Union was built for tech workers by tech workers, and their current brand strategy focused on meeting their clientele where they were at: work. However, in the wake of the Silicon Valley Bank collapse and industry-wide layoffs, their already risk-averse clientele was feeling wary of financial institutions. First Tech needed to be seen as as trustworthy and safe – a safe harbor in the storm.
The solve? An uplifting and empathetic campaign that would position First Tech as the only financial partner that truly understands the reality of the tech industry.
Our spots focused on showing the whole humanity of First Tech members – not only who they are at work, but as whole people capable of community (which is what credit unions are all about.)
During a massive 5-day photoshoot, we created a huge asset library the campaign could draw from. These assets covered not only general brand, but specific products like personal savings and credit cards, plus individual First Tech members (each with their own backstory) at and beyond their workplaces.
Since the industry was craving consistency at this time, we didn’t completely reinvent First Tech’s brand look. Instead, we evolved it – updating existing elements like the speech bubble to feel more tech-endemic, introducing gradients, and focusing on the emotional experience of First Tech members.
Media efforts focused on increasing awareness and building brand recognition to keep First Tech at top of mind. Overall, CTRs and time on site were well above industry benchmarks, and results only got more positive after midway optimizations. While not directly attributable, brand awareness media often leads to an increase in organic search volume – and during this campaign, new users visiting the site via organic search increased by 26%, pages per session increased by 6%, and average session duration increased by 4%, compared to the previous period.
