NEW YORK– Municipal Credit Union (MCU) has introduced a rebranding and a new ad campaign.
Themed, “We’re Here for It,” the credit union said the rebranding “reflects MCU’s deep connection to the city and its unwavering commitment to helping members of all backgrounds and stages of life navigate the financial challenges and opportunities unique to the Big Apple.”
Developed in partnership with creative agency DNA&STONE, the $4.48-billion Municipal CU said “We’re Here for It” introduces a “fresh, authentic visual identity to MCU, using everyday, DIY-style imagery to celebrate not just what makes New York special but the unique pace, pressure and financial realities New Yorkers are facing across the city — from ever-increasing living costs to long-term goals like saving for a home. Anchored by an updated manifesto, the campaign embodies MCU’s belief that financial institutions must meet people where they are in their financial journeys.”
Doing the ‘Hustle’
“As fellow New Yorkers, we understand the hustle it takes to succeed in this city,” CEO Kyle Markland said in a statement. “MCU is a member-owned organization. That means we’re driven by helping hard-working New Yorkers to thrive. With this campaign, we want both existing and prospective members to feel proud to be part of an institution that can celebrate New York for all that it is — while providing solutions that meet the diverse needs of living in one of the world’s most fast-paced and demanding cities.
MCU described itself as a homegrown institution with over a century of service offering a wide range of financial solutions “tailored to the city’s unique needs” — including no-fee checking accounts, comprehensive homebuying and mortgage counseling with competitive rates, and personalized financial planning.
‘Tough to Make It, But…’
“It’s tough to make it in New York, but as New Yorkers we love our city,” Chief Marketing Officer Cania Infante said in a statement. “We know that many people leave the city at an inflection point: when they are about to move out on their own, to marry, to expand their family, etc., and we want them to know that MCU can provide solutions designed to help them stay and get ahead in the Greatest City in the World.”
A video for the campaign can be viewed here.
