In 2009 Jeanne Pickens, the marketing director for Rogue Federal Credit Union, contacted me looking for professional photographs of the southern Oregon region to be used in an exciting new marketing campaign. She needed inspiring iconic images of southern Oregon to be used during the launch of their newest branch office in Medford, Oregon and to completely re-invent their company branding. In the past several months, she and I have worked together to find just the right images in my collection for their project.
Rogue Federal Branch Interior
The Rogue Federal Credit Union marketing plan has been an extensive undertaking for Jeanne and her team and has been met with critical acclaim and public appreciation. To date, my images have been used in a wide variety of marketing and branding materials including large wall murals, calendars, greeting cards, video terminals, credit and debit cards and vehicle wraps.
Rogue Federal Branch Exterior
Curious about the creative process behind the re-branding effort and how Jeanne and her team went about finding and selecting the images that would support their concept, I interviewed Jeanne to gain some insight. Following are my questions and Jeanne's responses.
[Sean]: The Rogue Federal Credit Union marketing campaign is very impressive. Tell me a little about the concept your team came up with and the types of images that you were looking for.
[Jeanne]: Rogue began to go through the rebranding process in 2008. It began with extensive research on defining who and what Rogue stands for. One of the results of that research was a tagline, which is â€œLiving Local â€¦ itâ€™s a ROGUE thing!â€ At Rogue Federal Credit Union we get it, we know why Southern Oregon is such a great place to live and many of those reasons can be communicated through the images captured by Sean Bagshaw. We knew we wanted to communicate our brand through local imagery and when we set out to find a photographer that was in line with what Rogue stands for we hit a home run when we discovered Sean. We define â€œLiving Localâ€ as actively engaging in life here locally experiencing all that Southern Oregon has to offer. The big bold photographs of local landmarks carry this primary position and allows for us to connect with a broader target audience of why Southern Oregon is so special. It also communicates the fact that we are local and as a result builds trust within the community.
Rogue Federal Credit Cards
[Sean]: How did you go about finding the images that you needed for the campaign? Had you heard about my photography before you started or did you come across it as part of your image search? If you did an image search, where did you look?
[Jeanne]: We were searching for only Local photographers because part of our brand is only doing business with local businesses if at all possible. In our search we came across several local photographers, but Seanâ€™s images definitely stood out amongst the crowd. Our search was done exclusively online.
Rogue Federal Vehicle Wrap
[Sean]: What kinds of placements and products are you using images in for this marketing campaign?
[Jeanne]: Where arenâ€™t we using Seanâ€™s amazing images? We started with the use of the images with the merchandising of our new branch located in North Medford, from there we have redesigned business cards, our debit and credit cards used by our members, membership cards, wrapping the corporate vehicles, brochures, promotional pieces, calendars, branch stretched canvas images, and many other branches have been rebranded as well. Any branch you go in, you can find pieces of Seanâ€™s work.
Rogue Federal Office Mural
[Sean]: I heard that Rogue Federal Credit Union won an award related to this marketing campaign. Tell me about that.
[Jeanne]: Rogue entered our debit and credit card designs into a national competition for credit unions called the CUNA Marketing and Business Development Council. We won first place for our new card design in our asset category. We were very excited to win this award because it is a reflection of the brand we have developed and is a prestigious award for credit unions.
[Sean]: How has the public response to your photography based marketing materials been? Has it had the desired impact?
[Jeanne]: We receive compliments literally on a daily basis. Members love our new brand position in that we are supporting local and improving the communities in which we all live. With a new brand it takes some time to resonate, but our members and community have been very receptive and complimentary to our position we are taking!