MyPoint
Repositioning a long standing financial institution from a regional player to an active and positive part of the community.
What if?
Could Point Loma Credit Union realize their big vision—to reposition their brand and business for a successful and impactful new future?
Results
As their industry evolved, Point Loma Credit Union was looking dated despite a very respected past and solid long-standing customer base. They needed to bring in new and younger customers who didn’t see a connection to the Point Loma Credit Union of the past. They also faced a host of challenges associated with their location-based name which was adding to consumer confusion in a category already full of confusion. The leadership team came to us open and ready to chart a new future together. Today, Point Loma Credit Union—now known as MyPoint—is positioned and poised for growth. They’ve successfully applied their new brand across the entire organization, starting with their people and eventually showing up in each one of their branches and local events. And to show their commitment to a changing audience, they stepped into North Park—a youthful and diverse neighborhood in San Diego—to open an entirely new branch focused on experience, education and engagement. As a company, they’ve committed to focused brand-led change—and they’ve only just started to see the dividends.
“I’ve never been as impressed with a team as I have with Bulldog, and I’ve worked with some of the top creative and strategic talents in the world after working on the agency side in New York. They are our partners, our friends, and an extension of our team. They genuinely care about your business and take the time to research and strategize how they can make an impact. In the 20 years of marketing and branding, I’ve never worked with such a talented mix of people. For my company, we had an established brand that hadn’t been updated, or even defined, in 70-years. Our brand repositioning has garnered respect from top financial marketing executives, including the Financial Brand. We didn’t go into our work knowing what the outcome would be, but we wanted to completely pivot the company, culture, brand, and experience, and boy did they deliver.”
– Heather Dueitt, Vice President, Marketing
What I did:
Executive team alignment
Team facilitation and alignment
Vision formation
Strategy development
Brand platform development
Creative direction
Product concept development
Product naming
Partners:
Design / Garrett Patz & Brett Jorgensen
People and Culture / Mark Tomaszewicz
Work done at Bulldog Drummond