It All Starts With U

It’s no fluke that UFCU is Austin’s #1 credit union. For over 88 years, they have been committed to guiding each Member through their unique financial journey with a rare promise to put the individual first no matter what. We created this campaign to clearly convey their “you first” differentiation using a memorable mnemonic to help them stand out in the market.

Liberation Idea: Find More You

Athletic Sponsorships

UFCU has long been a sponsor of The University of Texas Athletics, but for the first time we helped them integrate their brand campaign into these existing sponsorship opportunities to add more value to each moment. For example, we turned a half-time check presentation into a fully branded “HorseshU Challenge” experience, complete with on-field game play and a digital companion game.

We also leveraged the “It All Starts with U” campaign to create impactful in-branch signage as well as employee-focused messaging. We reinterpreted the “U” to speak directly to UFCU employees, creating strong synergy between internal and external brand communications.

The “It All Starts With U" campaign has generated the highest new Member growth rate in UFCU’s history.

10x New
Member Growth
vs. other Credit Union competitors

+14 Points
in Ad Awareness
among target audience