Research revealed that after 80 years in business, the credit union was still relatively unknown by a large percentage of the population in the markets they serve. A need existed to create awareness and an image for Members Choice in order to generate new memberships and drive loans.

The introduction of an “edgy” new brand, logo and “Choices Made Right” tagline has helped Members Choice overcome an invisibility crisis and lack of presence and grow beyond expectations, especially among its four primary target groups.