VSA | Curt Schreiber interviewed by DesignRush

Fintechs are sleek. Megabanks seem to be everywhere. And being "local" alone no longer closes a deal.

In a financial services world where geography is optional and digital expectations are sky-high, community banks and credit unions face an existential question: How can we matter more to the people we serve?

The answer is brand.

Not as a marketing afterthought, but as a strategic engine that defines relevance, builds trust and turns transactions into relationships.

In some ways, brand is the only asset most institutions fully own, and it’s also one that can’t be commoditized. It shapes how people feel about your institution before they ever walk through a door or download your app. It’s the reason someone chooses you over a fintech with a better interface or a megabank with deeper pockets and more locations. Brand determines how often you come up in conversations among community members.

In a crowded, digital-first financial ecosystem, brand isn’t the icing, it’s the infrastructure.

What Brand Can Do That Marketing Alone Can’t

Brand is more than aesthetics and visuals. It’s about how people feel about your institution, and how those feelings turn into action. Done right, brand gives community financial institutions the ability to:

Compete on connection, not just rates.
Lead with emotional resonance, not just rational arguments.
Reinvent what "community" means for a digital-first generation.

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Here are five ways community banks and credit unions are using brand as a lever for growth, and winning.

1. Redefine what makes you different.

Don’t just say "We’re local." Prove why it matters.

Today’s customers may live in your market, but they also live online. Instead of relying on geography, define your value through purpose, focus or community impact.

Case in point: Teachers Federal Credit Union

Originally centered around educators, TFCU has embraced a purpose-driven brand to expand its reach without losing its mission. By highlighting empowerment through education and designing specialized financial products, the organization has retained credibility while growing membership.

2. Tell a more emotional story.

Trust, empathy, mission — these are emotional ideas. Treat them that way.

Instead of messaging that lists features or rates, lead with human benefit and purpose. Why do you exist? Who are you for? Why should someone care?

Case in point: Redwood Credit Union

When wildfires devastated communities in northern California, it became a symbol of recovery. Redwood CU’s campaigns told emotional, member-led stories and reinforced its longstanding role as a community pillar.

3. Modernize without losing your soul.

A visual refresh can signal relevance without abandoning heritage.

Many institutions haven’t touched their identity in years. But a dated look sends the wrong message, especially to digital natives. The key is evolution, not reinvention.

Case in point: First Horizon Bank

Following its merger with Iberiabank, First Horizon undertook a brand refresh to unify the two institutions. The new visual identity blended clean, modern design with regional warmth, preserving familiarity while signaling a future-ready mindset.

4. Make the customer journey part of the brand.

Surprise and delight aren’t just for big brands.

Map key interactions, online and off, and find places to infuse them with your brand values. From onboarding to app user experience to how your staff answers the phone, brand can show up in meaningful, unexpected ways.

Case in point: Vibrant Credit Union

Vibrant redesigned branches and customer onboarding with hospitality in mind — drawing inspiration from Apple Stores and boutique hotels. Even its ATM screens feature playful, brand-consistent messages that stand out in an otherwise mundane category.

5. Campaign with heart and clarity.

Integrated marketing isn’t just multichannel, it’s multidimensional.

Today’s campaigns must speak to both hearts and minds, combining digital fluency with your authentic voice. Use brand as your north star for every touchpoint, from social media to branch signage.

Case in point: Hope Credit Union

HOPE serves historically underserved communities across the Deep South, combining community-driven storytelling with powerful, mission-based messaging. Its campaigns bridge local activism and financial education, all under a clear, authentic brand mission.

The middle ground is disappearing. But that doesn’t mean there’s no room to grow. Brand-savvy community banks and credit unions have a once-in-a-generation opportunity to punch above their weight, not by acting bigger, but by acting bolder.

What Brand Can Do That Marketing Alone Can’t

Compete on connection, not just rates.
Lead with emotional resonance, not just rational arguments.
Reinvent what "community" means for a digital-first generation.

‍

Here are five ways community banks and credit unions are using brand as a lever for growth, and winning.

1. Redefine what makes you different.

Don’t just say "We’re local." Prove why it matters.

Today’s customers may live in your market, but they also live online. Instead of relying on geography, define your value through purpose, focus or community impact.

Case in point: Teachers Federal Credit Union

2. Tell a more emotional story.

Trust, empathy, mission — these are emotional ideas. Treat them that way.

Instead of messaging that lists features or rates, lead with human benefit and purpose. Why do you exist? Who are you for? Why should someone care?

Case in point: Redwood Credit Union

3. Modernize without losing your soul.

A visual refresh can signal relevance without abandoning heritage.

Many institutions haven’t touched their identity in years. But a dated look sends the wrong message, especially to digital natives. The key is evolution, not reinvention.

Case in point: First Horizon Bank

4. Make the customer journey part of the brand.

Surprise and delight aren’t just for big brands.

Case in point: Vibrant Credit Union

5. Campaign with heart and clarity.

Integrated marketing isn’t just multichannel, it’s multidimensional.

Today’s campaigns must speak to both hearts and minds, combining digital fluency with your authentic voice. Use brand as your north star for every touchpoint, from social media to branch signage.

Case in point: Hope Credit Union

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Meet the Seattle Mutiny: A new name recommendation for the PWHL Seattle team

At the end of the 2024–25 season, the Professional Women’s Hockey League (PWHL) announced the addition of its Seattle franchise. While this expansion team is still unnamed, creative agency VSA Partners couldn’t wait to welcome the team to the league.

Meet the Seattle Mutiny—a potential new name and brand identity for the team, created by VSA Partners.

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“This was a passion project for sure,” said Associate Creative Director of Design Heather Stickney, who brought the opportunity to her team at VSA Partners. “I’ve been a Seattle Kraken fan since I moved to the area a few years ago, and I was really excited to hear we were getting a professional women’s hockey team. It felt like a way I could give back to my community and further advance women’s sports.”

Heather was quickly joined by Janelle Blasdel, Creative Director of Writing, to tackle naming and branding the team, along with Cody Fenske, Associate Creative Director of Design, for design support. The team treated the project as if it came from a client brief, exploring a broad range of names and territories.

“We knew we needed a clever, eye-catching design system that nods to Seattle’s iconic culture,” said Cody.

They finally settled on the one that felt right: Seattle Mutiny.

“There were a few favorites for us: Fog, Seismic, Emeralds,” Janelle said. “But Mutiny was our favorite. It’s fierce, exciting and a great seaworthy complement to ‘Kraken.’ Plus, fans could then call themselves the Mutineers, which really sealed the deal for us.”

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The new identity uses the team’s existing cream and emerald green colors but progresses the brand with a new logo centered on the Space Needle and a vibrant orange accent.

“It’s a big moment for Seattle and for women’s sports,” said Chief Creative Officer Curt Schreiber. “Whatever the team decides, I’m really proud we raised our hands and put something out there.”

This project is part of an ongoing program by VSA Partners calls “Design for Better”—an ambitious journey to redesign logos, websites, apps, packaging and more. Part creative sketchpad and part contribution to businesses, brands and society, these uncommissioned solutions are generated simply for the love of the game. You can see the collection to date at design4better.co.

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‘Not Just the Facts’ takes top honors at the 2025 ANA B2 Awards

We’re so excited to share that FactSet’s “Not Just the Facts” campaign has earned three major wins at the 2025 ANA B2 Awards, which celebrate the very best in business-to-business marketing.

Best in Show: ANA 2025 B2 Awards
Gold: Best Integrated Marketing Program – Large Enterprise
Bronze: Best International B2B Marketing Campaign
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Developed with our amazing client FactSet, the campaign challenged the conventions of boring B2B financial marketing by spotlighting a common frustration: financial professionals need data, but facts without context are useless. With a smart, tongue-in-cheek approach, “Not Just the Facts” positioned FactSet as the antidote—offering insights that are as meaningful as they are actionable.

These awards reflect the power of blending creative bravery with strategic clarity, and what’s possible when a brand is willing to break away from the usual B2B playbook. Congratulations to everyone involved in bringing this vision to life, and thank you to ANA and the jury for this honor.

See the case study.