First Tech Rebrand

When First Tech merged with Addison Avenue credit union, we had the opportunity to rework their collective branding. Both institutions shared a similar DNA – they were both founded within leading high tech companies. To speak to this, we created a new brand position that worked for both companies: Wired differently.

Aside from being tech-savvy, First Tech and Addison Avenue were wired differently from traditional banks in another way. Since credit unions are member-owned, their members come first. This new brand position paved the way for customer-focused campaigns, and established First Tech and Addison Avenue as industry leaders in mobile banking.