Magnifi Financial Rebrand & Launch Campaign
AGENCY
FAST HORSE
ROLE
DESIGN
Central Minnesota Credit Union had a well-regarded presence in the small town communities it served, but wanted to expand their reach into the larger metro areas of the Twin Cities and Fargo. They came to us to rebrand the credit union under their newly chosen, non-regional name: Magnifi Financial. We delivered a new logo, tagline, and brand identity, and launched with a marketing campaign and designs for many diverse deliverables. Since the launch, Magnifi Financial has grown from the seventh- to the fourth-largest credit union in Minnesota.
Rebrand
OLD LOGO
CMCU’s name and logo gave the impression of a small-town operation. We set out to deliver a sophisticated new look, but wanted to be sure that the brand would still clearly keep the human-centered identity it was known for among its members. We created a logo and tagline that played off of the new name and would remind members that they are the highest priority to their credit union.
Once we landed on the final logo and tagline, we built out the brand identity and applied it to a wide range of diverse deliverables from branch interior design direction to ad templates to credit cards.
Launch Campaign
To roll out the brand to the public and expand its membership, we next launched a campaign across broadcast, digital and radio to introduce Magnifi Financial as the member-centered organization it is. To represent Magnifi’s members who come from all walks of life and have all kinds of priorities (other than their finances), we curated a library of quirky, Minnesota-familiar, user-generated appearing videos that would catch the eye and make viewers smile.