Santa Monica, CA — Corporate brand and communications agency Baker provided branding, messaging and marketing consulting services to American First Credit Union, a multi-branch, community chartered credit union based in Orange County, CA.

Employees of the Southern California Raisin Markets founded American First Credit Union in 1952. They continued to expand and grow throughout their industry and community until granted a state charter in 2001, and finally expanded to include 16 surrounding cities in the greater Los Angeles area in 2007. Economic challenges almost closed their doors in the years following. Driven by the genuine desire to positively impact the lives of their members as well as their own community, AFCU made it through these challenges through perseverance and dedication — ready to expand membership, strengthen their position in the community and grow brand awareness.

The rebrand program included a strategic brand platform, new identity, expression and tagline, as well as comprehensive brand story and messaging architecture. In addition, Baker developed early-launch ad campaigns for branch and ATM locations as well as an interim updated website design.

Baker conducted extensive research into AFCU’s internal and external culture to uncover their potential. Through this discovery process Baker learned that the AFCU staff and members shared a common dream. Honoring the heritage from which they came and armed with a clear direction for a promising future — AFCU will use the tools and resources gained from the new brand strategy to reach their goals of aligning their culture, strengthening existing relationships, growing their membership and enhancing their offerings to members.

The new identity and tagline:

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