Infinity Credit Union (Infinity) boasts 100 years of history serving the residents of Maine. It has over 18,000 members across the state with five branches.
The leadership team was searching for a marketing partner to help with their marketing strategy, including their brand position and marketing communication plans. The current positioning was stale and ineffective at distinguishing the organization from competitors. It did not truly capture or represent the heart of Infinity and its employees. Ultimately, the team wanted stronger marketing materials to leverage in a campaign, to reach more Mainers, and grow its members.
Risdall participated in a national search and won out over several other firms after participating in interviews with Infinity team members and recommending a brand direction that Infinity felt could propel the brand forward.