Embracing a Bold New Message

The Challenge
FourLeaf (formerly BethPage) is a regional, non-profit credit union with brand awareness locally on Long Island, but not much beyond. Our challenge was to help grow the brand presence regionally and nationally with a new brand name and movement platform.

The Outleap
We created the "Money Like a Woman" movement to propel FourLeaf into broader cultural relevance by tapping into the rising influence of women in culture and finance, and reframing financial empowerment as a universal issue. Launching first with bold messaging, then unveiling the new name, identity, and product innovation, we helped FourLeaf position itself as a purpose-driven brand shaping an inclusive financial future.

The Impact
- +5% brand recognition in 3 months.
- 8M unique users visited Movement website.
- +1.4% lift in brand favorability.