SkyOne Federal Credit Union · Case Study

Seven Years, One Rebrand

Brand awareness, new members, and reasons to stay

CUInsight: Website Revamp ↗ 2015 MAC Awards Silver Winner ↗

Seven years is long enough to watch your own work compound. I came into SkyOne as a Marketing Specialist and left as Marketing Manager leading a team of five, and in between: an Apple Pay launch, the iSky Mobile revamp, merger communications that took Silver at the 2015 MAC Awards, pre-approval campaigns that put a real rate in a member’s hand instead of a maybe.

All of it lived on a website that had grown in layers, where products sat in the order they launched rather than the order members went looking for them. The rebrand was my chance to give that work the home it deserved: one place a member could actually find what they came for. I led it in-house: brand direction, content, and the compliance path, start to finish.

RoleMarketing Specialist → Manager

Years2013–20

DeliverablesEmail automation · Web development · Direct mail · Mobile app · Print & display · Member communications

Launch The rebranded site at launch: homepage, product suite, and member education templates.

Visit the live site ↗

The site it replaced

The SkyOne homepage before the rebrand — **Homepage** Rate tables on the homepage, login tucked into the corner, four top-level sections.

The SkyOne Apple Pay page on the legacy site — **Apple Pay** A flagship product launch running on the template the brand had outgrown.

↕ Scroll inside either window; the full page is in there.

Other campaigns

Earn up to $150 with a new checking account

Simple rates, 1% cash back with a SkyOne Platinum Rewards Visa

Experience the refreshing alternative with a SkyOne auto loan

Homepage rotator Checking, credit card, and auto loan: three slides, still rotating. Hover to hold one.

Online banking, rebuilt

iSky Mobile

A rebrand only counts if it survives the login. iSky was rebuilt alongside the site, with the same identity and the same navigation either side of it. I led the announcement communications that brought members across: biometric sign-in, Quick Balance, mobile deposit, bill pay, P2P, card controls, spend tracking.

Bonus round

Meanwhile, in a mailbox

Pre-approvals ran as a series: a different offer, a different product, several times over. This is the auto loan one, which had to survive an envelope, a doorknob, and a screen. Because the brand doesn’t get to stop working when the browser closes.

The pre-approval mailer as a member receives it — **Direct mail** The auto pre-approval piece as a member receives it: rate above the fold, one action to take.

**Door hanger** The same offer at the doorstep, with the layout narrowed to fit a knob without losing the rate.

**Email** The same hierarchy on screen, with one action: accept the offer.

◆ 2015 MAC Awards · Silver

Merger Communications

SkyOne merged with International Airline Employees Federal Credit Union, and the awkward part was that IAEFCU had things SkyOne didn’t: debit card rewards, a stronger Visa rewards program. Telling those members they were joining something with fewer perks is a hard letter to write.

Welcome Aboard membership guide cover — **Welcome Aboard** The membership guide, introducing SkyOne from scratch.

Every piece went out under a co-branded lockup, both marks side by side with a division of SkyOne Federal Credit Union underneath, so members saw continuity before they read a word of it.

The sequence answered the questions in the order members would actually ask them. What am I getting. What changed about my account. Who do I talk to. Nothing was buried in a footnote, and where a fee appeared, so did two ways to avoid it.

It took Silver in Market Segment Program at the 2015 MAC Awards.

See the award entry ↗

Project scope, agency partner, and objectives per SkyOne’s September 2018 announcement in CUInsight, which covers the website rebuild. Identity, collateral, and campaign work were produced in-house. All trademarks, logos and brand names are the property of their respective owners.

Next: All Work →