Raoust + Partners

This credit union is headquartered in Santa Clara, California and has assets of $771,079,388. Many of its 57,598 members are foreign nationals from China, India and Pakistan (to name a few) who are contract workers in Silicon Valley, mirroring the population of the Bay area. Understanding this, we included exotic visuals in some of the credit union’s ads.

Challenge: To create messaging that repositioned this credit union as a place where members could build their net worth.

Approach: This progressive California credit union came to Raoust + Partners to create a campaign that emphasized the real value it provided its members in the form of increased wealth and net worth. We created the “curve appeal” direction, using a simple graphical approach to clearly show how no matter what product members used, they were increasing their own bottom line. Whether it was an auto loan, investment or a home equity line, the member could see how his or her wealth could rise like the curve of a car’s hood, a palm tree, or even a roofline. This strong concept was distributed by direct response and email marketing.