Orion Financial
The Orion Logo Refresh
Spurred by our strategy in the Blueprint and a need to expand into other financial areas, Orion FCU was renamed to Orion Financial. But with many established branches, Orion wanted the new logo to retain member recognition while pushing the brand into a more modern space. They also struggled to use their old logo at a smaller scale because of the thin gaps and lines and needed something more versatile. We chose a new, thicker font with a subtle, flared serif, adjusted the O mark to close the gaps, and added a star element. We kept the original color palette but expanded it to include other blues, purples, and gradients that were used in the launch campaign.
Before
After
Advertising Campaign & Messaging
Paradigm charted a course for the advertising campaign that focused on the new brand identity, community impact, and breadth of services at Orion. While many Memphians may be familiar with Orion's offerings, few know about the financial literacy initiatives, thoughtful guidance, and tangible benefits of working with a federal credit union. The campaign included headlines like "Invested in Impact" to show how Orion is directly involved in both their member's and the community's success.
The custom illustrations of the Memphis skyline, orbit designs, and stars showcased the new color palette and brand message. Product specific ads like auto or home loans needed to be instantly recognizable on billboards or digital channels, so this side of the campaign included a new set of headlines and illustrations. Overall the campaign gave Orion a roadmap for their brand message, not just for the initial launch, but for everything that lies beyond.
Custom Website Design
Orion Financial needed a website that would position them for growth and give their marketing team flexible back end tools. Using our favorite CMS of choice, CraftCMS, we designed and developed a custom website that fit their new brand identity and infused their community-driven story throughout. The hierarchy and navigation were re-worked to showcase the different avenues of service and to spotlight financial literacy, financial calculators, and user-friendly digital tools.
As financial markets change daily, we built an intuitive global setting where Orion can update lending and savings rates in one place. With just one spot to update, the entire site was easier to manage day-to-day while still showing custom rates in real time.
With over 55 pages needed for launch and more to come down the road, Paradigm built a robust page builder in the CMS. Orion can use this feature to build out new content as their services grow, while keeping the brand consistent across the entire site.
The Orion Financial Brand Video
Paradigm scripted, shot, and edited a new brand video to re-introduce Orion Financial to the community. Featuring coffee shops, schools, neighborhoods, and Orion branches, the video told the story of Orion's outreach and passion for the Mid-South.
Orion Financial Commercials
For product-based placements on TV and online, we created a Credit Card commercial and Grizzlies commercial. The Credit Card video featured custom icons and a 2D credit card orbit to encourage members to "Swipe Smarter"
In partnership with the Memphis Grizzlies, this 3D commercial is shown on the jumbotron at games and during TV broadcasts to feature Orion as "your financial game changer."
Launch Your Brand with Us
The images provided are for illustrative and informational purposes only. They are not intended to serve as advertisements or endorsements for any products, services of the credit union depicted.
