APG Federal Credit Union

The situation.

APGFCU was founded 85 years ago to serve the banking needs of the military families affiliated with Aberdeen Proving Grounds. Since then, the credit union has expanded its charter so that anyone who lives, works, worships, volunteers or goes to school in Harford and Cecil counties, and now Baltimore City and County, can join APGFCU.

Even though APGFCU has relaxed its eligibility requirements, large numbers of the general public still believe the credit union is only for those who work at the Aberdeen military base. Thus, the messaging and branding objective was to communicate that membership is open to anyone .


The objective.

Create and launch a new brand identity to reposition the credit union, to raise awareness and to grow membership in the Maryland counties APGFCU serves.

The LFG solution.

We used bold new design and messaging to address the credit union’s primary hurdle:  lack of understanding that anyone who lives in Harford or Cecil counties can join APGFCU.

We created a clean, contemporary, inviting brand identity that attracts attention in all external media and internal communications, including print, radio, tv and outdoor advertising; direct mail; in-branch and collateral materials.

We also sharpened messaging with a new, fresh, conversational tone of voice that uses wit and a touch of humor to engage consumers emotionally and to invite them to join.

We scripted and recorded a suite of product oriented radio spots and tv in the same friendly conversational tone and visuals, and consistent brand messaging that appear in the print collateral.

The results.

Initial membership and account growth are postive and still being measured.

APGFCU was awarded the 2018 CUNA (Credit Union National Association) Grand Prize Diamond Award for branding in its asset class.