Featured Campaign: FAST Federal Credit Union

FAST Federal Credit Union (FAST standing for Family and Schools Together) serves the growing communities of Hanford, Avenal and Lemoore, California. Originally serving the schools of this area, FAST opened their doors to the community and continues to grow. Always one to think ahead FAST recognized that the time had come to expand and update their brand.

Brand Platform

Prior to working third degree, fast concentrated efforts on product and service promotions but felt they lacked a cohesive, consistent and compelling brand story, which could be embraced by employees and appreciated by members and prospects.

To uncover this position, third degree conducted one-on-one interviews and web-based surveys with members, employees and board members to identify the unique strengths of the credit union and the organization's personality and culture. Additionally, the organization's strategic vision, marketplace competition and community demographics were taken into account. After collecting this insight, the brand platform was developed.

Third Degree was charged with creating a brand platform that brought to life this credit union's family-oriented and close-knit community focus.

Logo Refresh and Stationary Suite

Rather than redesign the FAST logo, the look and feel was refreshed, and featured in a new single-color identity package to compliment the launch of the brand platform.

In-Branch Posters and Brochure

FAST is a pillar in each of its communities with a reputation for truly knowing and taking care of its members. Imagery was chosen to highlight the likeness of community members with a brush treatment that exudes fast movement, with an undertone of pausing in life's moments. This execution was adapted to inbranch executions so members and visitors to the branches feel the consistency of the new positioning.

Checking Promotion and Beyond

Never one to offer less than the best, FAST's checking product is a lead product in the market. With a tremendous interest rate and ease of switching accounts (they do all of the hard work), this product was featured in a mixed media campaign that was one of the first external launches of the new FAST brand.

FAST and Third Degree continue to adapt the new brand platform to fit different mediums like outdoor and HTML email for maximum impact, and will evolve the brand to best feature future product or promotional offerings, while keeping a consistent family-oriented foundation.