“I loved the process, and I’ve given your name to others considering name changes. Without the process, we wouldn’t be the success we are today.”
-Angela Melle, VP of CU Engagement, Luminate
On The Mark Strategies conducts several financial industry branding projects every year. The firm is renowned for its devotion to brand strategy and its remarkable creative results. Your branding experience with On The Mark Strategies is different than other offerings for three key reasons:
- Seamless connection between brand strategy, renaming, new visuals and training
- Everyone feels like an owner under our Brand Triangle Model
- Little heavy lifting for you since we do the hard work
See how Luminate went through the financial industry branding process and the incredible transformation it sparked.
Situation
Luminate (previously the Louisiana Credit Union League) is a trade association serving credit unions throughout the state of Louisiana. It had discussed renaming the organization for a long time. When new leadership entered the organization, it decided to finally take the leap and search for a branding partner. On The Mark Strategies stuck out due to its extensive industry experience and multiple other naming projects in Louisiana.
Actions
On The Mark Strategies took leaders through a thought-provoking process that expanded their view of what was possible with a new brand. Angela Melle, VP of CU Engagement, spoke about the process’ effectiveness: “Had we not gone through the On The Mark Strategies process, we wouldn’t have reached the ‘Luminate’ name. We weren’t thinking about those types of words when we were thinking of names.”
The process also had other benefits:
- Expert guidance and facilitation
- Team bonding
- Fun forging a new identity
Results
Credit unions experienced the new name – “Luminate” – for the first time at the annual convention. And Luminate’s member credit unions haven’t stopped loving the brand since. “The most shocking thing for me has been the members’ response to wanting merchandise with our logo on it. It’s to the point of considering if we need a merch store. Our membership wants to represent us,” Melle said.
Do you want similar value? Book a free consultation to get started today!
