As a small, niche player, Unicom struggles to get noticed. Its name and identity contributed to the misunderstanding about what the brand does and whether it was relevant to its key audiences. Competitors outspend Unicom, and often claim the same territory as local credit unions: local, friendly service.
The insight
With the big banks announcing record profits, the opportunity is to highlight the shared values of the credit union and those who chose to work in universities (that some institutions have become too commercial in focus). And to celebrate those who think differently, the alternatives, those who don’t always fit the mould.
The solution
The renamed Catalyst is positioned as a savvy alternative to the big banks and their super-profits. Catalyst is now focused on the key audience of university staff – general and academic staff. And celebrates the alternative thinkers.
The new identity received a notable award in the global ReBrand 2012 awards.
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