Tower Federal Credit Union

After 70 years, Tower Federal Credit Union reached a turning point. Their brand no longer matched the people they wanted to reach—or the future they were building. With an aging membership and a growing need to connect with younger members, Tower partnered with us to rethink their identity. Together, we created a brand that honors their legacy while opening the door to what’s next.

Brand Identity

Logo Before & After

The Smart Shield

The Tower logo is a Smart Shield representing innovation, security, and personalization. It references a fingerprint, a microchip, and the Tower T.

Running Up That Hill

We launched the rebrand with a custom video and photo shoot in Annapolis, Maryland. The video led Tower’s market launch, while the photography carried through every print touchpoint. And yes—I even made my big-screen debut as Jogger #3.

Custom Photography

Custom photography captured the heart of the launch campaign. Alongside professional talent, Tower employees volunteered to be part of the shoot—giving them a chance to show their pride in the credit union they help power every day.

Award-Winning Results

Through collaboration, flexibility, and a few unexpected challenges, the rebrand helped drive a 20% year-over-year increase in new members and new accounts—and earned a 2024 CUNA Diamond Award along the way.