This was ValleyStar’s first annual report since their name change from Martinsville Dupont Credit Union a few months earlier. As with any major change, they were concerned with tempering loyal, existing members fears – many who have been with them since the beginning – into understanding that for them nothing would change. At the same time the new annual report design needed to reinvigorated their brand to attract a younger audience. To bring both groups together, “Proud Of Our Past, Focused On Our Future” messaging was developed for the annual report, along with a mix of historic and modern photography. The end result was a fresh new approach and continued development of the rejuvenated brand. The new messaging was reinforced through new billboards, print ads and in-store signage.
