#candidbranded Series: Mutual Savings Association

Mutual Savings Association (MSA) was looking for a brand refresh. candid went to work on creating a fresh brand for MSA.

We started this project by diving into key messaging sessions to get a feel for the culture and history of the Bank. From these insights, we then created a brand position and creative concepts.

“Since 1888, Mutual Savings Association has been empowering individuals and businesses to achieve their financial goals. Our longevity is a testament to our innovation, resilience, commitment and adaptability.

The word “mutuality” is why Mutual Savings Association is different. Mutual Savings Association is like a bank, only better because we naturally focus on the local strategic direction of the Mutual and prioritize our members’ financial needs first.”

The language that is used to describe MSA is as important as the visual images used. Using a trust with their customers that has been there for decades, we wanted to enhance and highlight why MSA and their team are different than other banks.

Creatively, the brand colors were updated to include pieces of the communities the bank has locations in. Professional photos were taken and used for a variety of materials.