When a new brand changes more than your look.

Premier America Credit Union had a strong legacy and loyal members. But its markets were changing — and the brand wasn't keeping pace.

With an aging membership, inconsistent brand experiences and an opportunity to better reflect the diverse communities it served, Premier America partnered with Strum to rethink what its brand could become.

Recorded live at the Financial Brand Forum, this presentation brings together Premier America Chief Experience Officer Marcy Francisco and Strum’s Karen McGaughey and Josh Streufert to share the story behind the transformation — from research and strategy to a bold new identity, employee engagement and a brand that ultimately helped reshape the credit union from the inside out.

Research uncovered the importance of belonging, community, fairness and helping members see a path toward what's possible. Those insights led to a new brand strategy centered on Premier America as a pathfinder — an organization that sees potential in every member and provides the opportunity and guidance to help them move forward.

From there, Strum and Premier America developed the brand holistically, creating an interconnected system of identity, messaging and experiences rather than simply redesigning a logo. The transformation extended into Premier America's culture, service standards, products, technology investments and community partnerships.

And it delivered measurable impact. Premier America went from losing members to growing again, with more than half of new members under 40. Its new Smart Spending account grew to represent 60% of new checking accounts, while its contact center saw a 50% increase in Net Promoter Score.

The story demonstrates what can happen when brand strategy becomes business strategy — creating change that reaches far beyond marketing.