Branding campaign celebrates everyday successes of hardworking families

Kitsap Credit Union proved that a little encouragement can go a long way. For local working families, there’s no gold medal or hall of fame, just the everyday strength and hard-earned wisdom that keep the family strong and supportive. Kitsap Credit acknowledged this everyday success for local working families with a branding campaign that told the community and its members “Keep up the good work.”

Teasers created community buzz
JayRay’s research revealed that during the recession, families had to work even harder to maintain their unity and quality of life. Kitsap Credit Union decided to acknowledge their everyday successes by telling them, “Keep up the good work.” That sentence appeared as a teaser on buses, billboards and in newspaper ads. Even Kitsap Credit Union’s employees didn’t know the sponsor until days before the public reveal.

Logo brought campaign to life
JayRay created a short-term campaign logo incorporating the “Keep up the good work” tagline, a new typeface and a cluster of bright, animated dots representing the members of a family. Kitsap’s own in-house marketers followed JayRay’s guidelines and produced “Keep up the good work” refrigerator magnets, greeting cards, sticky notes, plus television and newspaper ads showing local working family members.

Excited employees enhanced brand
Kitsap employees were a secondary audience because they, too, represented local working families and realized that the encouragement, “Keep up the good work” applied to their jobs. They got new name badges with the campaign logo and tagline and some people started wearing clothing that matched the logo dot colors.

Advertising; Branding; Graphic Design

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