Alliant Credit Union

Developing a “digital first” brand strategy for one of America’s largest credit unions.


As one of the nation’s largest credit unions, Alliant provides financial services and planning to nearly 650,000 members. With over $15.0 billion in assets, the credit union competes against the largest banks for members and business investments.

With many members only utilizing Alliant for their savings products, they needed a refresh to become the first choice for financial services.

UpShift was tasked with reworking the entire brand to strengthen digital communications and target younger demographics.


UpShift rebranded United Airlines Employees Credit Union to Alliant in 2003, allowing the CU to grow its member base beyond the United Airlines SEG. Implemented a “digital first” communications strategy that included a redesign of their website, digital newsletter, ads, social media, and other templates, attracting younger members seeking loans. Developed “Banking’s Better Here” tagline, positioning Alliant amongst traditional bank competitors.


  • +350% Assets and tripled membership since UpShift’s 2003 rebrand
  • +22% loan growth and 14%+ web engagement, 22%+ mobile traffic 1 year following the 2015 brand refresh
  • Best Brand the Credit Union National Association

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