Ascend Federal Credit Union. Banking Without The Bank.

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A branding and positioning project I did for Ascend Federal Credit Union, working through Lewis Communications, Nashville.

The key positioning line, “Banking without the bank” replaced a long-running theme that was good but simply didn’t fully define or differentiate enough.


Ascend Federal is a credit union. We wanted to let people know that Ascend is like a bank. But because of their structure they don’t have to act like one.




We further defined the new theme with playful yet poignant headline-drive ads in outdoor and online campaigns.