SLO Credit Union

How It All Began

SLO Credit Union (SLOCU) is a local financial institution that was established more than 55 years ago. With only five employees and a few thousand members, the credit union maintains personal, friendly relationships with its members in San Luis Obispo County.

SLOCU has had a longstanding relationship with Verdin, with whom they had created successful campaigns and marketing materials for the credit union since 2008. SLOCU CEO Suzanne Leedale was interested in producing an attention-getting holiday card and annual report to reach out to members and its board of directors to showcase the organization’s strengths in 2011. Leedale wanted the institution to stand out as professional, creative and progressive.

Our Approach

Verdin led the way in designing a new and out-of-the-box holiday card and annual report. SLOCU’s direction was that the design of these pieces needed to be surprising and memorable to stand out in a competitive marketplace, and also because it doubled as a Save the Date card for the SLOCU’s annual membership meeting. The final card design was interactive, with a sliding card that revealed the faces of each of the five employees. Leedale wrote a poem on the front of the card to incorporate a more personal touch. The concept of the tree and stockings came from that poem. Verdin used the SLOCU’s branded light blue for color and added black and white for contrast. The sliding element from the holiday card led to the annual report’s final design. In the past, the SLOCU annual reports always used the blues and white of the brand. But this year, Verdin created a duotone image treatment using a warm salmon and cool green to make it pop visually. Leedale shot some of the photos herself and they were later incorporated into the design of the annual report.

What Happened

SLOCU sent out 2,200 holiday cards to members, and 2,500 annual reports were printed and distributed. The holiday card has since won several marketing industry awards, including an ADDY and a PRSA Image Award of Excellence. SLOCU also received great feedback on both projects, and the client was very happy with the overall design. Subsequently, Verdin has created attention-getting holiday cards and annual reports each year, most earning awards.

“I can ask for the impossible and Verdin makes it achievable.” – SLO Credit Union CEO, Suzanne Leedale

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