#NewWork: Idaho Central Credit Union Is All About “Balance” In New 2024 Campaign

In early 2024, alongside Idaho Central Credit Union (ICCU), we embarked on a journey to strengthen its brand, deepening the integration of personal and financial well-being under the banner of ‘Looking After Your Daily Balance.’ This tagline, introduced in 2015, has become a versatile element of ICCU’s branding, appearing everywhere, from digital platforms and in-store displays to hold music and even a themed podcast.

This year, building on the success of our resonant theme, we embraced balance as a force that keeps us all agile and engaged. By juxtaposing financial realities with moments of joy, we illustrate that no one’s balance is the same, and everyone must juggle obligations with aspirations. Our hero ‘anthem’ piece, ‘Daily Balance,’ captures this concept with clever wordplay and match-cutting techniques, celebrating the intricate dance of maintaining equality amidst life’s ever-shifting landscape.

To ensure the campaign speaks directly to various members, we’ve created three persona-specific spots—’Getaway,’ ‘New Additions,’ and ‘Goals’—each illustrating a unique scenario of what balance can mean across different generations and life stages.

Moreover, the production was a testament to ICCU’s community impact, with many crew members and extras expressing a fondness for ICCU and eagerness to support a credit union they genuinely appreciate. The ‘Getaway’ spot features a cabin coincidentally financed by ICCU, a delightful on-set discovery that only enhanced the connection to the story. This authenticity also extends to the ‘goals’ soccer spot, designed to resonate during the Olympics as a tribute to athletes across generations.

The billboard and digital executions cleverly mix wordplay and campaign imagery to narrate different stories of daily balance, reinforcing the campaign’s core message across multiple touch points.

ICCU’s new brand campaign is not merely a marketing initiative but a reflection of its core values and dedication to its members’ success. We ensure that messages are clear and profoundly personal by emphasizing heartfelt, person-first communication and prioritizing individual stories and needs. The hyper-local focus on Idaho and Eastern Washington further solidifies the bond between ICCU and its members, making ‘Looking After Your Daily Balance’ a true embodiment of community and support.