May 31, 2019 • 
  • News

Bold New Ad Campaign: SAFE Credit YOUnion

SAFE Credit YOUnion
A diverse array of SAFE members put front and center on billboards, in re-branding of the credit union. This new ad campaign puts members, literally, in front of everything else.

FOLSOM, Calif. (May 27, 2019) – SAFE Credit Union is launching a new branding campaign today that puts its members, quite literally, first. The launch of this campaign is a direct response to national “big banks” that have a track record of putting stockholders before customers, and recent headlines putting them at the center of less than honest business practices.

Developed with Sacramento-based advertising agency un/common, “SAFE Credit YOUnion” was created to stand out in a crowded field of financial institutions. This visually bold campaign focuses on its members. In what appears to be either a name change or industry re-branding, SAFE is leaning into their reputation for being a “people brand” committed to relationship banking that focuses on every member’s unique personality, needs and advice.

“Because SAFE is in the business of answering to our members, first and always, we wanted the campaign to show that SAFE Credit YOUnion is about welcoming members home and exemplifies our supportive culture,” said SAFE Credit Union President and Chief Executive Officer Dave Roughton. “We feel this campaign encapsulates our top priority: members come first, while capturing the dynamic diversity of the Greater Sacramento area we serve.”

Anyone living or working in the greater Sacramento region can become a member of SAFE.

Brantley Payne, un/common partner and creative director, spearheaded the campaign. “We needed this campaign to zag away from other financial institutions while spotlighting the incredibly personable culture of SAFE in a fresh way. In an industry that seems to only care about making money and pleasing shareholders, putting members first isn’t just refreshing and bold, it’s the truth. This campaign will leave people asking, ’Why have I been settling for anything less?”

This multimedia campaign uses outdoor, TV, social, and digital media in the Greater Sacramento area and pushes to This webpage has a full-length video and a letter from Dave Roughton written directly to new, potential members considering SAFE as an alternative to their current financial institution.

 “SAFE is excited about the opportunities this fresh take on the brand will provide. We have a brand that has tremendous loyalty and with this campaign we wanted to show how our commitment to our members and their financial growth has never wavered,” said SAFE Credit Union VP of Marketing & Communications Erica Dias.

Learn more about the campaign at

SAFE Credit YOUnion

SAFE Credit YOUnionSAFE Credit YOUnion


About SAFE

SAFE Credit Union has made members an integral part of its vision since 1940. Over the years the credit union has kept the focus on what really matters, putting members first, a formula that has seen SAFE grow into a leading financial institution in Northern California with $3 billion in assets and more than 235,000 members. SAFE crafts every cutting-edge product and sterling service with members’ needs foremost in mind. In addition to banking services conveniently available through online, chat, mobile, or phone options, SAFE offers in-person care for members and small businesses at 21 service centers across the Greater Sacramento region and a mortgage lending office serving Contra Costa and Alameda counties. SAFE is a not-for-profit, community-chartered credit union with membership open to businesses and individuals living or working in Sacramento, Placer, Yolo, El Dorado, Sutter, Butte, Nevada, Solano, San Joaquin, Contra Costa, Yuba, Amador, and Alameda counties. SAFE is federally insured by the NCUA. SAFE is federally insured by the NCUA.

About un/common

Un/common is a full-service advertising, branding, creative and media agency known for their emotion-first, unexpected creative problem solving. Headquartered in Sacramento and named one of Advertising Age’s Small Agencies of the Year, un/common clients also include the Sacramento Kings, California State Parks, the California Office of Traffic Safety, Jiffy Lube, Hinode Rice, the California State Fair and Exposition, Arden Fair and Caltrans, among others.

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