ValleyStar had just gone through a bit of an exhausting name and logo change from Martinsville Dupont Credit Union. During the process they called us in to help with a video animation introducing the change (see the video). Soon after, Ethic took over ValleyStar’s brand development. While we wish we had been called in from the get go, we were happy to jump in, access where they were in the development of their new brand, and get to work. Beyond a logo, the use of a color bar treatment and the start of a new website, little had been done with how their overall brand would take shape.

ValleyStar was also a bit under the gun and needed to hit the ground running with their new name, which left little time for a complete brand study. Working in close collaboration between the V.P of Marketing and Ethic, we started to slowly develop the elements for the brand through actual working marketing materials. While not an ideal situation, that can be filled with dead-ends and pitfalls, if not thoroughly thought through, we were up for the task. We started by establishing rules for colors, logo and typeface usage and then set out to massage and finesse who they were and what they were wanting out of their materials. Soon after the creation of a new ValleyStar call-out ribbon was introduced through the development of a round of general awareness campaign concepts. The new ribbon was the perfect complement to the aforementioned color bar. With enough tools in hand and an approved marketing direction, Ethic started on development of the campaign that included Print Advertising, Billboards and In-branch graphics. While we have a way to go for the complete development and implementation of the new brand, ValleyStar is now on the rise with a new consistent look.