Ascend Federal Credit Union – Where I Come From

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Ascend Federal is a fast-growing credit union in Middle Tennessee. Upon crafting a new positioning theme for them (see “Banking without the Bank”), it was time to further expand upon that idea with a branding campaign. I worked on this for Lewis Communications in Nashville. My partner/art-director on the project was ACD Sharon Harms.


One of the key differences we wanted to highlight was that, unlike a bank, Ascend is locally owned by its members (customers), born and raised in Middle Tennessee, created by the people for the people.


This campaign highlights the common ground, both literal and figurative, that we have with our members. We took a “people first” approach to the creative to mirror the people first approach taken by Ascend.


This campaign found its way into every touchpoint: online, offline, in the branches, you name it, letting people know that there is a refreshing alternative to Banking as Usual.