Going Places

THE SETUP

Even Pioneers need a guide. A trailblazing credit union established in Idaho in 1954, Pioneer came to CLM in 2017 to help evolve their brand and expand their reach. Steadfast in their vision and innovative in their banking approach, Pioneer’s legacy brand and public perception fell short of their modern, far-reaching point of view.

THE FUEL

To start off, we got the lay of the land. We spent significant time gaining insight from their internal team, customers, and competitors. Think: Surveys. Focus groups. Input sessions. A brand and marketing audit. Portfolio and audience alignment exercises. Even competitive shopping and review. Leaving no stone unturned, this insight helped us sketch out a detailed map.

The Brand Journey

Then, our creative team ran with it. We developed a new brand evolution journey that included updates to Pioneer’s identity, positioning, style, and tone.

Scraping the old brand book, we collaborated with the client to nail down the look, feel, and voice of the new Pioneer brand. The new brand guidelines helped show everyone how to go places with Pioneer—with perspective, consistency, and a clear point of view.

“We go there”

In TV spots, on billboards, in digital ads, and everywhere else Pioneer went, one trailblazing phrase propelled everything: We Go There. It sums up the “going-the-distance” philosophy and technology Pioneer brings to its members.

#onfire

Pioneer has made big strides in their brand awareness and reach. We’ve set objectives and defined success metrics for reality checks on the road ahead. With the new brand running throughout all internal and external marketing, Pioneer is tracking growth on key goals. Reaching brand new destinations? That’s how we’re pioneering the way.