How do you retire an old brand but still hang on to a 50 year reputation in the community? Based in the Quad Cities of Iowa and Illinois, Alcoa Employees and Community Credit Union voted for just such an ambitious rebrand and relaunch in 2007. After concluding the renaming project with another company, Ascentra turned to Ethic to complete and roll out the new identity. That meant updating all in-branch collateral including brochures, plasma displays, and promotional materials. At the same time, Ethic delivered a strategic ad campaign, including print, radio and television, which introduced their vibrant new identity to new markets and longtime members alike.
