New Name, Same Message.

CHALLENGE

Cornell Federal Credit Union, founded in 1953, with 17 branches in Ithaca, NY, and Upstate NY, rebranded in 2025 to reinforce a more unified image and express its commitment to providing financial opportunities to people at any stage of life. Beginnings CU and the agency team from Adrenaline needed our help to produce a new line of content that launched and shaped “Beginnings.”

APPROACH

We needed to align the creative content with the new visual look while continuing to convey a clear message. That message being, the team at Beginnings will remain the same, and customers/members can expect the same excellent level of service. This was a BIG rebrand, and we needed to accompany it with BIG content and outreach.

The Key to Brand Recognition

SOLUTION

A 90-second video brand anthem for the Beginnings launch event, a 30-second TV & Web spot, and photographs for billboards and print ads became the launch campaign with Beginnings and Adrenaline. From Ithaca to Syracuse, you can spot billboards along the highway and catch commercials across the state.

We filmed both inside our studio in Rochester and at Beginnings Main Branch in downtown Ithaca to ensure that there was enough content to help Beginnings on its new journey. Featuring current Beginnings employees in their new outfits and colors. It was an all-hands-on-deck effort from our experienced team. Together, we achieved exactly what the clients were looking for. Message = Delivered.

RESULTS

The rebrand was celebrated across all of Beginnings' 17 branches and their website and social media. Hill & Valley has helped shape Beginnings' new era and has led to an immediate increase in brand recognition all over NY State.