WORK

THE STANDOUTS OF THE STANDOUTS

We create standout brand identities that step forward, rise up against the competition, and make a difference. We give Marketing VPs – our “MVP’s” – the confidence, the support and the what-up to bolster sales, crystalize messaging, and put the competition in the rear-view mirror. Refreshed brand identities help customers lift status, attract and keep the best of the workforce.

We do what we do to propel you to your business goals. Tell us your goals and let’s go. Here’s how we do it: we clarify, we create and then we launch. See the list of capabilities in our toolbox that help our customers launch, support, and market their brand. Please have a look at the collection of standout customer example links on this page.

For more on-brand messaging and sales funnel deliverables check out our StoryBrand Certified Guide page.

REASONS TO REFRESH

Environmental Graphics Minneapolis Minnesota

Mill City Credit Union

CLIENT

Financial Services

INDUSTRY

Branding, Environmental Graphics & Signage, Print Collateral

TACTICS

General Mills Federal Credit Union decided to expand into the public sector after being an employee-only financial institution since 1935. For this exciting launch the group came to us with the new ‘Mill City’ name, ready for us to create a new oven-fresh identity. The result was an infusion of their rich milling history with a modern styling that connected to a new millennial audience as well as their long-standing legacy members. Thanks to exceptional ingredients, precise measuring, calculated adjustments and a dash of intuition…Mill City Credit Union rises and impresses.

OBJECTIVE

EMBRACING ROOTS

Minneapolis is rich with reminders of its flour milling history, from grain elevators, to museums, with plaques scattered in between. But we felt the greatest, most iconic symbol was the Mississippi River—the powerhouse that gave rise to the whole industry (and the whole city). The recognizable curve of the St. Anthony Falls provided a nice tie to the river and an abstraction of the letter “M.”

Our new identity has been such a success! Members and employees love the brighter look, we’ve seen an increase in membership and we even won an industry award. The Sussner process was great. They listened and provided thoughtful, responsive guidance through the whole transition.

Pam LaBelle, Former VP of Marketing

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MINNEAPOLIS SKYLINE: With its strong tie to General Mills and the flour industry of Minneapolis, a skyline featuring the original mills was a perfect fit.

ATM AMPLIFIED: The Mill City ATMs—for many members, the main point of contact—offered a perfect opportunity for the brand to come to life.

Cool office spaces – Minneapolis, Minnesota

NAME PLATES: Custom fixtures tied the internal offices together with a touch of branding.

DESKTOP CALENDARS: A mini desktop calendar was designed to introduce the new brand to all members in 2016.

A YEAR OF CHANGE: 12 months of illustrations were created to show the joyful year through the lens of Mill City.

BUSINESS CARDS: A spot gloss wave pattern made a subtle tie to the St. Anthony falls on the front of the business cards.

IMPROVING THE EXPERIENCE

From branch signage and materials to digital platforms, we worked closely with the Mill City team to make the member experience more intuitive, pain-free and cheerful. The website was overhauled to be easier for both users and staff. These visual changes then rolled into dozens of third-party services for a cohesive experience even after users leave the site. Mill City Credit Union is now on the cutting edge of online banking, with support for all the devices the 21st century has thrown at us.