As they consolidated their services and structure to bring more focus to the organization, they needed to reemerge with a strong voice and vision for their future that reflected the values and culture that their longstanding legacy was built upon.

Cinfed Credit Union, established in Cincinnati in 1934, saw an opportunity to redefine credit unions' role for members. What started as a campaign for new member acquisition evolved into a broader strategy to communicate Cinfed’s unique culture, brand story, and target audiences effectively.

Initially founded as a minority-owned company, they had evolved into one of the largest construction firms in the region and were seeking a new way to position themselves and their unique approach to their work.

The Motz Group and USGreentech strategically merged to form one unified organization: Motz. The rebrand established a clear, defined and consistent voice and vision for their future as one cohesive and influential brand in the marketplace.

After developing an extensive and bold plan to carry their organization forward to 2025, McKinstry was ready to explore a new visual identity, brand position and messaging that would drive action around their new mission, vision and values.