DNA, an independent full-service agency with expertise in brand strategy, advertising, digital strategy and media, today announced the launch of a new branding and advertising campaign for Golden 1 Credit Union, California's leading financial cooperative and the seventh-largest credit union in the U.S.

With the theme "Stronger Together," the campaign communicates Golden 1's mission of putting people before profit, resulting in a community of people who are financially stronger together and are better able to achieve their dreams.

"In our conversations with Golden 1 employees, and with current Golden 1 members and prospects, we learned the power of their philosophy. Members truly are "stronger together" when they belong to a cooperative credit union that puts people before profit," said Alan Brown, principal and managing director at DNA.

"It was clear that Golden 1's value proposition - providing exceptional value and service that's part of their not-for-profit model and the philosophy of financial integrity that was not being conveyed in previous advertising. DNA developed this campaign line to reflect the true story of Golden 1 while differentiating the brand from traditional banks," Brown added.

"Golden 1 began working with DNA last spring to develop more consistent brand standards for Golden 1, which evolved into this campaign. We wanted to be more deliberate about telling our story and why we do what we do. We are extremely excited to work with DNA to communicate this on a wide scale for the first time in a fresh and compelling way," said Donna Bland, President and CEO of Golden 1.

Working with legendary photographer and director Robert Whitman, DNA captures the essence of Golden 1's market and members through TV, radio, print, digital and out-of-home advertising. The campaign's biggest media buy includes the Sacramento and Fresno, California, areas, with additional digital buys in the Bay Area and Central Valley.

A 60-second TV spot titled "Believe" and a 30-second spot titled "Family" launch January 2nd and will run on highly rated programming such as the The Voice, The Winter Olympics, Grammy Awards, Golden Globes and The Academy Awards. Examples of the campaign spots can also be viewed at https://www.youtube.com/user/DNASeattle/videos.

This latest campaign builds on DNA's growing expertise in the insurance and financial services industries, including highly successful campaigns with Group Health Cooperative, PEMCO Insurance and BECU, the nation's 4th-largest credit union.

About DNA

Founded in 1998, DNA is a full-service marketing communications agency based in Seattle, Washington. The agency provides services in brand strategy, advertising, interactive and design. As one of the fastest-growing agencies on the West Coast, DNA has a talent and passion for transforming brands--and helping their client partners wield their inner truth. Some of DNA's clients include: Group Health Cooperative, PEMCO Insurance, BECU, The Avon Foundation, American Express Publishing, and City University. Visit DNA on the Web at www.dnaseattle.com, on Twitter at @dnaseattle and on Facebook.

Media Inquiries:
For DNA
Katie Wilkinson, 425-220-1125
katie@kpublicrelations.com