Establishing A New Visual Voice.

The Southern Federal Credit Union has been serving its members with distinction since 1963, and has earned a reputation for professionalism and personal attention. The Southern engaged CMD to develop an updated brand image that reflected its traditional values while appealing to a changing audience of younger and older members. The existing brand identity and collateral materials were communicating a fractured brand and inconsistent messages, so CMD consulted with The Southern to develop an impactful theme and consistent messages—prior to designing a new brand identity. The end result was a new visual voice for The Southern and a set of branded collateral materials that communicated the theme of personal prosperity to a diverse audience of community stakeholders, member organizations, individual members and prospective members.