Challenge
Shell Employees Federal Credit Union was creating a financial planning, insurance and investment subsidiary to provide further products to its members as well as expand its presence in downtown Houston. Due to regulatory requirements, this subsidiary would further be divided into two distinct—but closely related—entities. The challenge was creating a brand identity with two different logos that would identify the entities—one selling investment services, the other insurance products and tax services—while encompassing the similarities to signify a relationship between the two. Additionally, we were launching a new brand and creating awareness in a highly competitive industry and marketplace.

Strategy
We set out to overcome these challenges by setting very clear objectives regarding the flow of marketing information, the positioning of the subsidiary, consistency of the marketing message, the development of marketing materials, overcoming the credit union stereotypes and maintaining existing member relationships.

We began the process by meeting with Senior Management to review Signal Hill’s business plan and to discuss how the subsidiary will be positioned and, ultimately, branded. This meeting led to a strategic marketing plan that incorporated marketing research, branding, design and public relations efforts. We held a series of focus groups and conducted an internal situational analysis to assist in determining the name and logo for the subsidiary. As a result of these meetings we understood the importance to the credit union to have an image that portrayed longevity, innovation and historical significance.

As with all successful, strategic, planned branding efforts, all collateral materials, the Web site, direct mail, name badges and other marketing materials were designed consistently to reflect the essence of the brand.

Results
The resulting name, logos and brand of Signal Hill achieved all goals. The brand is memorable and satisfied the credit union’s desire to have a name that would be long-lasting as well as innovative. The subsidiary continues to grow and add new members. Two years later, the brand continues to be executed strategically and consistently.