City & County Credit Union Thinks Pink

In a sea of financial blues, sometimes it pays to think pink.

Industry

Banks & Credit Unions

Service

Brand Development

Campaign Concepts

Strategy

Video

The background

When City & County Credit Union came knocking, they were drowning in a sea of financial sameness. You know the scene — blue logos, conservative messaging, and the kind of brand presence that makes you go "...wait, which one are you again?" They needed to stand out. Big time.

Our team cooked up a little concept called "Think Pink," which quickly grew legs and started running. What began as a campaign catchphrase has transformed into their entire brand identity — not just how they look, but how they live and breathe as an organization.

The view from the top

I feel like we are in a groove with our branding – you guys are killing it & right on the nose! The team is fantastic to work with. Quick to respond and I so appreciate all of the ideas they continue to bring to the table to increase our brand awareness. The people at Vye make our partnership a WOW! Keep on keepin' on because you are killing it.

Bailey, City & County Credit Union

These numbers don't lie

257%

Increase in mortgage inquiries from 2023 to 2024 (turns out, people really notice pink).

190%

Boost in credit card inquiries from 2023 to 2024 (that's a lot of plastic with personality).

76%

Jump in auto loan inquiries from 2023 to 2024 (driving their way to the bank).

37%

Growth in marketing leads turned customers from 2023 to 2024 (from "who's that?" to "sign me up!").

2,040

New members in 2024 alone (and growing — pink is pretty popular these days).

Who's City & County Credit Union?

CCCU is that refreshingly different financial institution that's actually, well, refreshing. They're the folks bringing personality and member-focused service to banking across the Twin Cities metro. While other financial institutions are busy being serious and stuffy, CCCU is building genuine connections with the communities they serve.

What we loved about the work

We're suckers for ideas that refuse to stay in their lane. Watching Think Pink evolve from "Hey, that's a cool campaign concept" to "This is literally who we are now" has been one of those rare and amazing brand journeys that marketers dream about. The ongoing collaboration with CCCU has let us continuously push the boundaries of what a financial brand can be — proving that even in the most buttoned-up industries, a little personality goes a long way.

See what else we can do

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