Cuery Branding and Integrated Marketing

Cuery is a data analytics platform for small financial institutions.

Brief: The organization desired a clean, colorful logo that embodied a “tech” aesthetic, but would not deter from the complexity of the parent logo, the origami ox.

In addition, this market was already quite saturated with players with much deeper pockets than Aux, which challenged us to make a brand all the more unique and memorable. We identified three core personas: the credit union CEO (not technical), the VP of IT (exceedingly technical), and the small credit union (who has very limited resources and wears many hats.)

Challenge: Creating a brand that could hold strong in a highly-competitive and complex SaaS market, but was also welcoming and resonated with the smaller, scrappy organizations it was designed for. It needed to strike a balance between professional & sleek and affordable & different, all while making obvious what this product actually is.

Solution: For the logo, the word “query” which is a common term for a question in the tech world, was altered in spelling to include the letters “CU,” a ubiquitous acronym for credit union. The wordmark, Cuery, is all lowercase and hugged by brightly-colored programming braces. The tagline is in a thin, lowercase font as well, and both wordmark and tagline utilize a font used often by programmers.

The Cuery colors are inspired by the highly-saturated digital colors of pure cyan and magenta, and offset by strong indigo and cool carbon. The text and braces colors can be easily swapped out to create a variety of versions.

Disiplines

BRAND STRATEGY
BRAND NARRATIVE
BRAND VOICE
VISUAL IDENTITY
WEBSITE DESIGN
CONTENT MARKETING
TRADESHOW
LEAD GENERATION

Cuery Logo

Cuery Brand Guidelines

Download full guide here

Cuery Hero Banners & Landing Pages

The website was a whole different animal - literally. Small breeds of dogs were used for a “small credit union” campaign, an informal and affable theme.

We were sure to include bold colors, big calls to action, an informal voice, and easy text layouts to not overwhelm the visitor, who likely has minimal technical knowledge. Educational resources were peppered throughout.

cuery data analytics landing page for small credit unions

Print Collateral

cuery data analytics product launch sheet

Looking for branding and design help for your organization? Let’s connect!

Name

First Name

Last Name

Subject

Message

Recent Articles and Resources

Blog

Creating Marketing Messages that Make Sense to Credit Union Members

How to write messages that your credit union members will both engage with and understand

Writing marketing messages for any business is hard. Writing messages for credit unions that educate customers on their finances and convincing them to take action is even harder. Where people choose to keep their money and how they choose to spend it is very personal, and credit unions need to approach their messaging with key insights and facts ensure they are speaking their members’ language.

Using Differentiators and Social Proof to Stand Out from Competitors

How to Identify What Makes Your Company Unique and Then Prove it to Customers

Understanding how to recognize your differentiators and leverage social proof as part of your organization’s brand strategy is critical to your success. Whether you are a large established business or a new entrepreneurial venture, knowing that makes your business different - and then, how to prove it to your customers - allows you to create successful marketing strategies, impactful messages, and meaningful ads.

A Quick Guide To Using Color in Your Branding and Marketing

Learning the basics of color theory for professionals

"Yellow in branding means this." "Blue means this." Using color effectively in your branding and marketing is more complex than selecting a color based on generalities. There's a lot more to a company’s brand colors than the six base colors - red, orange, yellow, green, blue, and purple.