It’s not a bank
Warren Federal Credit Union contracted WH21 to provide demographic research to help them make a decision to rename their company and create a new logo concept for them as they expanded. The assumption was made that Warren would need a new corporate brand. After extensive industry research, demographic situational face to face community interviews, and consumer decision science research, it was concluded that a new logo would actually hurt business rather than help it during expansion. The market research lead us to refresh rather than recreate the logo. It also led to tag line development, marketing collateral design, web site, communication plan and value proposition. The new campaign rolled out to the public in January 2008.
