Indiana Members Credit Union

Refreshing a Legacy Brand


Indiana Members Credit Union (IMCU), established in 1956 by Indiana University Medical Center employees within the competitive central Indiana marketplace. The brand was needing an uplift in name recognition and a broader representation of the branches’ full capabilities.


IMCU enlisted Asher to showcase the strengths of the storied brand. Our team established a strategy that positioned IMCU as offering more services through each stage of a member’s life. This allowed us to tailor messages to individual demographic segments within the overall campaign, cementing IMCU as a long-term partner and advisor to each member.

We implemented the following deliverables and tactics:

• A brand guide to maintain consistent messaging and positioning
• A revamped media plan that was more aggressive but still fluid, adjusting between traditional and digital media as the research and analytics dictated
• Monitoring for web and branch traffic to assist in media strategies

IMCU, Print Ad
IMCU, Website


Following the campaign, IMCU opened two new branches featuring new ITM’s (Interactive Teller Machines), establishing IMCU as the first credit union in Central Indiana with state-of-the-art financial technology. Indiana Members Credit Union’s membership base and assets continue grow, offering 32 full-service branches and serving over 132,000 members, marking the most successful growth period in the bank’s 60+ year history.

Asher continues to work with IMCU as a strategic partner in marketing, creative, media placement and branding. Additionally, we assist our client with social media consultation and monitoring—a strategy that the finance sector has historically been reluctant to adopt—which has helped the brand stand out in such a competitive environment.

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Asher is proudly certified as a Women’s Business Enterprise by the State of Indiana. We are committed to supplier diversity by corporations and government agencies and happy to be certified to add diversity to your supply chain.

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