A new brand positioning for Glasgow’s Credit Union has been designed and launched by Freight, including an updated marque which appears on its new outdoor and DM campaign.

The project follows the Glasgow-based-design agency’s development on a generic campaign earlier this year which promote all 36 credit unions in Glasgow City Council and features  illustrations by Leeds-based illustrator, Kieron Leigh-Clough.

The advertising is currently running across Glasgow while the direct mail and press advertising launches this week.

Adrian Searle explained that perceptions of credit unions had previously been poor, but with banks struggling in the current climate, now was the best time for Glasgow’s Credit Union to highlight the benefits of not-for-profit membership based financial services
Searle continued: “Credit unions have a number of distinct advantages over traditional providers, not least that they’re not banks and don’t have any of those negative associations. Initially we worked with GCU to clarify and focus brand strategy and then developed a communications solution which actively promotes their key strengths.

“GCU offers loans and savings at very competitive rates, provides mortgages, current accounts, debit and credit cards, and therefore is a real and genuine alternative to high street banking. The advertising is deliberately aggressive in its challenge to what banks offer. When you do the sums GCU offers great value.”