When the client asked me to design a series of two-color brochures to replace their existing brochure packet, they came away with much more than expected. Along with several very nice two-color designs, I delivered a striking four-color concept for an interweaving brochure series which not only provided the necessary information to their members but also repositioned their entire company.

In a year that saw the demise of Home Federal Bank and the selling of San Diego Trust and Savings to First Interstate Bank, North Island Federal Credit Union (NIFCU) emerged as San Diego's largest locally headquartered financial institution. My strategy was to place NIFCU as San Diego's premier financial institution--proclaiming them as "San Diego's Own"--giving disenchanted customers of other financial institutions a safe, secure, full-service financial partner they could know, and trust.

When I showed the client that I could deliver the new look for a slightly higher initial cost than a reprint of their old one-color packet*, and give them future reprint prices at a lower cost than they were currently paying, they were doubly pleased.

In the background is a painting which I conceived of and art directed, beautifully illustrated by David Schweitzer of Milwaukee, WI, which served as the foundation of NIFCU's new image. Below that is the product brochure series, which if overlapped, fit together to form the panorama of San Diego.

The other key element in this campaign was the development of the logo seen on the previous page. This logo was used in conjunction with their existing logo to emphasize their role as "San Diego's Own" financial institution.

This campaign received accolades from the American Marketing Association as San Diego's "Best Campaign of the Year".

*The client's existing material was a dull one-color packet made very expensive by the inclusion of a die-cut folder with a blind emboss, eight one-color (black) inserts on eight different kinds of very pricey papers and stagger-cut. This, combined with the cost of the hand assembly needed to put together the packets, allowed me to do the eight four-color brochures for roughly the same cost, and significant savings on reprints.