Cha-, cha-, cha-, changes.
Client: Noble Credit Union
Work: Brand platform for organization-wide initiatives
Challenge
Noble Credit Union faced four organization-wide initiatives in 2025, the most critical being a core conversion—replacing the technology platform powering the entire credit union. Every member would be affected by system changes to their accounts, digital banking, and daily interactions. Industry data showed similar conversions typically resulted in a 13% increase in member complaints and 9-point NPS drops. Noble needed a communication strategy that would minimize confusion, maintain member trust, and equip staff to support members through the transition.
Approach
Created Noble Forward, a brand platform establishing common language and a centralized information hub for all four organizational initiatives. Sourced, vetted, and onboarded a creative agency to develop the platform's name, visual identity, messaging, and positioning with an approachable, empathetic, and helpful tone. Consulted with credit unions that had completed similar conversions to identify and avoid common pitfalls. Developed comprehensive member resources including a landing page serving as the single source of truth, print materials, and a 32-page System Upgrade Guide explaining what would change, when, and who would be affected. Hosted six branch open houses for members to speak directly with experts. The same materials and approach were used to train frontline staff, ensuring consistency across all member touchpoints.
Results
Noble significantly outperformed industry benchmarks
with only a 3% increase in negative feedback (vs. typical 13%) and a 4-point NPS drop (vs. typical 9-point drop).
Members reported that overcommunication helped them understand changes and even explain them to others.Staff feedback confirmed the materials better prepared them for the conversion and future organizational initiatives. The Noble Forward platform established lasting infrastructure for managing organizational change with clarity and member-centricity.
