Despite being one of the largest, established credit unions, First Atlantic lacked general awareness of its products and services. It also lacked awareness of the immense value it brought to the local community. The brand itself did not have a cohesive appearance or voice and the credit union as a whole had a limited digital presence. The need to update the entire brand (visual and verbal) was paramount so that a cohesive, cross-channel marketing campaign that enhanced the credit union's digital presence could then be implemented. The result was increased brand recognition in various markets, new member acquisition, member retention and a more aggressive online presence throughout various channels.