Earthmover Credit Union

  • Location
  • Aurora, IL
  • Industry
  • Finance
  • Year
  • 2020 - Present
  • Duration
  • Ongoing
  • Rebrand
  • Signage
  • Brand Management
  • Creative Direction
  • Marketing
  • Landing Page
  • Video

Overview

A start-to-finish rebrand and creative overhaul for a financial institution dedicated to member equity, prosperity, and the wellbeing of their community.

The employees love the brand—it’s dynamic and fitting for the times we’re in now.
Kelly McDonough
President/CEO, Earthmover Credit Union

The Challenge

When Kelly McDonough joined Earthmover Credit Union, she found an organization stuck in the past. “Nothing had been refreshed here since the 1980s,” she shared, citing outdated facilities, marketing materials, and branding. This stagnation was a barrier to attracting new members, especially younger demographics, and failed to reflect the credit union’s dynamic culture and community role.

We were asked to consider a name change for the credit union. However, feedback from their membership indicated this wasn’t the right move. The name Earthmover had clear value and their members were proud of it, considering themselves “Earthmovers.”

Having worked with CINQ on rebranding efforts at two previous credit unions, Kelly knew they could help Earthmover transform its identity. “Earthmover’s look was even more outdated than the other two credit unions I’d worked at,” she explained, highlighting the scope of the challenge.

The Strategy

CINQ took a hands-on approach, immersing themselves in Earthmover’s culture and community to create a rebrand that would resonate deeply. “They spent a lot of time understanding who we are and our place in the community,” Kelly said. This process included:

Focus Groups

Engaging members directly to uncover insights and opportunities. Kelly described these sessions as “revealing” and highlighted their value in shaping the rebrand.

A Comprehensive Rebrand

Updating everything from logos to marketing pieces to branch designs, ensuring a cohesive and modern look.

Branch Renovations

$3.1 million in upgrades, including fresh paint, new furnishings, and modern signage, to align physical spaces with the updated brand.

Digital Marketing Integration

Developing campaigns to effectively target key markets. “CINQ is so effective at helping us reach the markets we need,” Kelly said.

By encouraging Earthmover to be earthmovers, their brand revealed itself naturally.

A Brand That Lives Where Members Live

Earthmover isn’t just a name, it’s an identity. And we helped bring that identity to life through visuals, tone, and messaging that reflect both the hardworking spirit of the Midwest and the forward-thinking values of the credit union. We translated the new brand across digital, print, and environmental platforms, creating flexible tools that their internal team could use to keep the brand alive and evolving.

The Message Moves With You

To help launch the rebrand, we created a campaign centered around how Earthmover moves its members forward. This was more than a visual shift; it was a cultural one. Through motion graphics, landing pages, and social storytelling, we made it clear: this credit union isn’t standing still.

The Result

The rebrand transformed Earthmover’s image internally and externally:

Employee Enthusiasm

Staff quickly embraced the modernized branding. “The energy is totally different,” Kelly shared. “The employees love the brand—it’s dynamic and fitting for the times we’re in now.”

Positive Member Reactions

While the financial impact is still unfolding, Kelly noted that membership numbers are rising and expects significant growth once renovations are complete. “In my experience, the new signage and look will draw curiosity and bring people in.”

A Fresh Identity

Earthmover now appeals to younger demographics while maintaining its connection to the community. “We don’t look like something created on the Caterpillar plant back in the 1960s anymore,” Kelly quipped.

Reflecting on her experiences, Kelly praised CINQ as invaluable collaborators. “They’re an extension of our marketing team,” she said. “Any CEO should look at their branding and ask if it’s time for a refresh. CINQ can help you do it right.”

By working with CINQ, Earthmover has revitalized its presence, setting the stage for continued growth and deeper member connections.

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