Arrah Credit Union, a local credit union headquartered in Springfield, MA, underwent a rebranding in 2019. Previously known as the Springfield Teachers Union, the credit union adopted the name "Arrah," an old English term meaning a pledge in earnest. Working with the agency client, Laurie from Storybook Media, we aimed to capture a hometown community feel in the creative concept. After careful consideration, we decided on a non-scripted interview approach. The final creative successfully conveyed a sense of a local neighborhood, incorporating messaging that highlighted Arrah's commitment to providing individualized service and their dedication to the Springfield community. By incorporating authentic interviews, we were able to connect with the audience on a personal level, showcasing the credit union's deep roots in the community and fostering a sense of trust and reliability.
