Y-12 Credit union: Here for every why.

Splashy, expressive and fun — with an emphasis on ease.

Challenge:

Tennessee’s Y-12 Federal Credit Union has a unique legacy name tied to a US laboratory. As the credit union grew, the challenge was clear: how do we preserve the uniqueness of the name, while establishing credibility and relevance in new markets?

Solution:

Strum updated the brand identity, starting with Y-12’s iconic mark. Positioning the branding around ease and fun, Y-12 demands attention. Both new and existing members love the energy and vibe, knowing that Y-12 is here to make banking easy.

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Y-12 advertising is always a mix of brand storytelling and product promotion.

The brand is personal, fun, and focused on easy.