From SACU to Credit Human; a purpose-driven enterprise
As lead art director, I worked with senior management of this financial institution on a methodical rebranding process. We developed tools and content to transmit the fundamental brand purpose and value through every level of the organization. This laid the groundwork for a name change that symbolized a fundamental shift from a business strategy limited by geography to one ignited by purpose.
Incoming CEO Steve Hennigan believed the corporate culture needed to change to consistently deliver on the mission and regain relevance in a crowded market. And he saw purpose-driven branding as the means to do it.  Activated by the definition and transmission of a values set including Human Dignity, Sensible Innovation, Stewardship, and Craftsmanship, Credit Human is creating an uncommon culture within the financial services sector.
Through Brand Workshops and Audits, I was the lead art director on the team that helped them clearly define themselves, and then design and deploy an educational program to transmit this foundation for a distinctive culture to every employee at every level. In collaboration with senior management, we created videos, tools, and storytelling exercises designed to make the values explicit within the organization. We also identified internal environmental and operational improvements that created tangible points of alignment between the brand and consumers that reflected the company’s newly defined Purpose and Values.
"Values are the software of the mind."
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