Business doesn’t always have to be serious.

When Baxter Credit Union came to Borshoff, they wanted to stand-out from the banking crowd. BCU prides itself on being an approachable financial institution that helps its members achieve confidence through financial freedom.

Using this mission to inform their campaign and work, Borshoff crafted a brand voice for BCU that felt both confident and empathetic towards customers thoughts and feelings surrounding their finances. This witty direction was contrary to what you normally see or hear from a financial institution — and that was exactly the goal. The inviting nature of these resources and assets meant that customers felt more inclined to read and learn about the credit union process.

As a result of this updated brand voice, Baxter Credit Union saw increased open rates and conversions across all product segments.