Ascend Federal Credit Union
Overview
Banking without the bank.
At Ascend Federal Credit Union, banking is about more than money — it’s about character. Because true worth isn’t measured by what’s in your wallet, but by what’s in your heart. It’s about values: doing right by others, living with integrity, and always putting people first. Born and raised in Middle Tennessee, Ascend is rooted in the same principles as the communities it serves. And everything they do — from the products they offer to the guidance they give — is focused on improving the lives of those who call the area home. This brand campaign was created to reflect that shared spirit — and to build something deeper than transactions: a relationship built on trust, belonging, and doing what’s right.
Industry
Services Involved
Results
The campaign resonated deeply across Middle Tennessee, driving strong results among both current members and prospective ones. It significantly increased measured awareness of Ascend among non-members while reinforcing loyalty among existing ones. The message of values-based banking led to measurable lifts in website traffic, new memberships, and product engagement — including increases in auto loans, mortgages, and newly opened checking and savings accounts. Proof that when a brand leads with heart, people respond.
48%
increase in loan volumes YOY
86%
increase in balances YOY
82%
increase in new accounts YOY