Challenge
In 2023, a leading North American credit union found itself at a pivotal moment. After a significant turnover in its Senior Leadership Team and the appointment of a new CEO with a strong, purpose-driven vision, the credit union sought to reposition its brand. The challenge was to evolve without alienating its existing members. Enter Cult, our long-term agency partner, who introduced Apex to provide the meaningful customer research and strategic insights needed to guide this rebranding effort.
The timing was critical. The credit union needed more than just a fresh look—it sought to understand its members’ desires and identify the key brand elements that would resonate with both current and future members. At Apex, our role was clear: to use data-driven insights to inform the strategies guiding this transformation. From the beginning, the client was fully invested in our research methodology, recognizing the value it would bring to shaping their future.
Process
We began by conducting an extensive study involving over 1,200 respondents, including both the credit union’s existing members and potential customers. The research evaluated key aspects of their experience, such as everyday banking, customer service, and digital interactions. These insights helped identify the core values that would guide the rebranding process. Using the findings, we developed a creative platform that became the foundation for the marketing strategies crafted by Cult.
I like the online banking platform - its fresh, bright, easy to use and makes me feel happy when I go in.
The creative platform was first launched internally, where it received strong support from the credit union’s team. This internal buy-in ensured a unified approach as the brand prepared for its public relaunch. When rolled out externally, the platform resonated well with both existing members and prospects, confirming the impact of our research.
Key Insights and Actions
The research uncovered a detailed picture of the credit union’s customer experience, highlighting both strengths and areas for growth. Its community involvement and digital banking offerings stood out as key strengths, with members valuing the credit union’s role in the local community and the ease of its online banking platform. However, challenges in communication and branch efficiency revealed opportunities for improvement.
These insights validated the credit union’s decision to emphasize its community-focused identity, while also pinpointing areas where improvements could enhance the overall member experience. The findings provided clear direction for Cult’s creative work, ensuring the rebrand aligned with both member expectations and the institution’s long-term vision.
Continued Integration and Success
Following the successful launch of the creative platform, the credit union remained committed to embedding Apex’s insights into its broader business strategy. We deployed an Employee Experience study to assess how staff engagement impacts customer service and are preparing to launch a Business Impact Study. These initiatives will help integrate the Apex framework into the credit union’s core brand metrics, ensuring long-term growth and alignment with its members.
The credit union’s leadership, particularly the CEO, has been a strong advocate for the research-led approach, validating the strategic direction we helped define. With Apex’s data-driven insights at its core, the credit union is positioned to grow authentically while remaining aligned with its new purpose-driven identity.
Disclaimer: This case study contains real data and findings, but to protect confidentiality, the name of the company has been withheld due to the sensitive nature of the information. We take the privacy of our clients very seriously and ensure that any identifiable details are kept secure and undisclosed.
