Redbeard(TM) Communications, a brand strategy and creative design firm specializing in the financial industry, designed a new checking account check series for Hollywood, Calif.-based First Entertainment Credit Union, the largest credit union serving the entertainment industry. Redbeard's team developed a distinctive, entertainment themed check series to promote the credit union's unique positioning as the entertainment industry's premier credit union.
"Redbeard Communication's visual solution reflects the personal attention and understanding services First Entertainment provides our members," said Roy MacKinnon, First Entertainment's vice president of marketing.
"We make it a priority to know our members on a personal level and provide services that not only cater to their needs, but also show a deeper level of understanding of our core member groups. Our entertainment industry membership is very media savvy, they are a pretty hip group, which requires a more sophisticated style of communication - the cliche Hollywood approach just won't work here. Redbeard understands this and together we have built our brand messaging strategy. This check series is a smart execution that will hit home with our members."
The check backgrounds, designed by Redbeard, portray various forms of entertainment paraphernalia superimposed into Southern California landscapes. For example, one check features television monitors set into the hillside along a landmark stretch of Hollywood roadway. Another example showcases a spotlight that takes the place of the sun as it shines down over the Hollywood skyline.
"The combination of surrealism, entertainment and Hollywood landmarks appeals to the members' interests," said Gregg Hoffman, president of Redbeard. "First Entertainment Credit Union's overall brand identity is edgy and sexy. This check series is one of the credit union's more mainstream elements because the shelf life is intended to be quite long. The checks are unique to the members of First Entertainment and offer a sense of individuality that enhances customer satisfaction. The executions are quite clever, at first glance they appear very similar to the check styles that most people are accustomed to seeing - graceful landscapes, pretty flowers, etc. But we've subtly integrated an entertainment industry twist into each check design - so ultimately, once the member gets it, it should resonate with them, and hopefully generate a smile."
First Entertainment Credit Union recently received five awards for its member communications program produced by Redbeard Communications during this year's Marketing Association of Credit Union's (MAC) annual conference. The credit union has worked with Redbeard on creative initiatives since 2001. They chose Redbeard to reaffirm the credit union's commitment to its niche market, the entertainment industry.
"Redbeard's forte for financial industry marketing, in addition to their experience in brand strategy, complements First Entertainment's goal to serve our members on an intimate level," said MacKinnon. "Redbeard has been a catalyst in our drive to continually enhance member satisfaction and loyalty. The company's niche marketing and targeted campaigns give First Entertainment the competitive edge necessary for success with our highly unique membership."
About First Entertainment Credit Union
First Entertainment Credit Union was founded in 1967 by the employees of Warner Bros. Studios. Today, First Entertainment, which serves entertainment industry employees and their families, has more than $500 million in assets and 54,924 members, making it one of the largest credit unions in California. First Entertainment has eight branches in the Los Angeles area as well as branch offices in Las Vegas and New York City. All employees of the entertainment industry in greater Los Angeles are eligible for membership. Currently, First Entertainment is directly affiliated with more than 750 entertainment companies, including Warner Bros., Sony Pictures Entertainment, MGM, Paramount Studios and The William Morris Agency. For more information, visit www.firstent.org.
About Redbeard Communications, Inc.
Hollister, Calif.-based Redbeard Communications, Inc. is an award-winning brand consulting and strategic design firm. The firm is recognized throughout the financial and credit union industry for its results-oriented marketing strategy, brand building, identity, direct mail, collateral, and interactive design expertise in working with some of the nations largest credit unions. Founded in 1989, the firm maintains a diverse clientele and delivers a global marketing perspective enriched by senior staff work for such clients as Ocean Pacific, LA Gear, Universal Pictures, Getty Images, Gotcha, Paramount Television, Promax Nutrition, Nexxus Hair products, Princess Cruise Resorts, Kinko's, Gibralter Savings, Coast Savings and Loan, and SportPharma USA among others. For more information on Redbeard Communications, visit www.redbeard.com or call 831-634-4633.