Voice & Tone for Missoula Federal Credit Union
Project Overview
Missoula FCU is a beloved community credit union whose mission is to be a force for good in banking — a tall order!
The Issue
Credit unions, and financial institutions in general, are not usually known for their… personality. MFCU is a shining example of how to lead with soul in this industry, but their website was identical to any other bank or credit union: dry information followed by tired pitches to open a new account.
Primary Voice
Empowering Everyman
Keywords
Community, Purpose, Ethical
Goals
• Reflect the brand’s mission of equality and inclusion
• Attract and inspire potential members who care about the community and the environment
• Maintain a consistent brand voice across mediums
Our Approach
By getting to know both stakeholders and customers through our unique design-thinking approach, it became clear that for Missoula FCU, the values truly come first. To make the new site reflect this, we up-ended the typical credit union site and put values first — everywhere.
The Results
The new homepage is all about the mission and how the reader can get involved, and product pages lead with the positive impact the product has in the local community.
It’s not for people who are just looking for a generic banking account, and that’s ok — Missoula FCU is looking for the people who want to be part of their mission, and this new site is designed to help those people know they’ve found their financial home.
This team is passionate about transparency, so we made it easy to see what they’re up to. From easily accessible annual reports, to actual impact numbers throughout the site, to a blog categorized by the causes the credit union actively works with, it’s obvious Missoula FCU walks the walk.
It’s not about just opening a checking account, it’s about joining a movement.
Ready to reach your ideal audience with your authentic voice?
Book a call today and we’ll help you find the right words for every situation.
