Implementing a brand’s philosophy as a strategy

Addition Financial believes that attaining financial success is everyone’s birthright and that ongoing financial education places it within everybody’s reach.

As a credit union originally founded by educators, Addition Financial maintains that financial education isn’t academic or esoteric – it’s about acquiring actionable tools that offer people an opportunity to affect ongoing positive change in their lives.

To that end, the branding process centered on underscoring and celebrating the transitional journey that the credit union seeks to take its members on:

• From fiscal ignorance → to financial literacy
• From fear of failure → to the calculus of success 
• From a state of constant subtraction → to making confident additions
• From a life of deficiencies → to living on the plus side

As mentors, Addition Financial approaches the privilege and responsibility of being a catalyst for positive change in its members’ lives with a straightforward approach: engage with empathy; and educate to empower.