Folsom, Calif. – (July 30, 2025) – SAFE Credit Union, a $4.3 billion not-for-profit financial cooperative serving the Greater Sacramento region, launches a new brand campaign today that centers on its commitment to supporting its members through every stage of life.
The campaign’s tagline – SAFE. For What’s Next – recognizes how everyone is traveling through their own unique financial journey, and that SAFE has the products and services to help members prepare for and support them in achieving their next financial goal.
“We recognize everyone’s financial journey is different and we want to be there with them every step of the way,” says SAFE Credit Union Senior Vice President Marketing and Communications Allison Yee-Garcia. “This campaign is about connecting with people in authentic and empathetic ways by speaking directly to their lived experiences.”
SAFE Credit Union Senior Vice President Marketing and Communications Allison Yee-Garcia
The campaign breaks the mold visually, incorporating original illustrations that reflect significant life events, such as the excitement of the vast opportunities of early adulthood, the anticipation and responsibility of a growing family, and the thrill of a new adventure.
“The images portray the big, exciting moments that change our lives,” says Yee-Garcia. “It’s those peaks of key life moments and everything in between that mean so much to us personally. Those first steps after graduation. A new baby. A grand adventure. A worry-free retirement.”
In creating the campaign, SAFE seeks to let its 244,000 members and community at large know that they can trust SAFE to provide a banking experience where people can feel secure.
“To be free to confidently take that next step in life, you have to first feel safe and secure,” Yee-Garcia adds. “We want people to know that SAFE Credit Union offers a trusting place where members can feel comfortable in sharing with us what they’re facing and how we can assist them in reaching what’s next for them.”
The campaign, featuring original artwork by Sacramento area freelance motion designer Judd Hertzler, includes television, digital and social media ads and billboards and transportation advertising in prominent locations around the Greater Sacramento area.
SAFE also updated its website to reflect the new campaign and SAFE's commitment to members and the community. The website features improved navigation and new home page sections that strengthen visitors' connections with SAFE.
“The best part of this new campaign is that it truly reflects SAFE’s core values and the philosophy around how we already serve members and the community every day,” Yee-Garcia says. “When members come to SAFE, we strive to ensure that they know that we see them, we know them, we understand that life is dynamic, exciting and sometimes unpredictable. And most importantly, we’re here to work with them every step of the way.”
SAFE Credit Union offers a full range of personal finance solutions, including savings and loan products with competitive rates, full business banking and commercial lending services, and wealth management. It embraces corporate citizenship through philanthropy, financial education, volunteerism, scholarships, and direct support to community partners.
For more information email [email protected].
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 $4.3 billion in assets and about 244,000 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 services for members and small businesses at service centers across the Greater Sacramento region. SAFE is a not-for-profit, state-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. Equal Housing Opportunity Lender. Insured by NCUA. www.safecu.org