After the banking bailout, the last thing anyone wanted was business as usual. But as a nonprofit credit union, PFCU had no shareholders to appease. No fat cats to feed. All of their profits went right back to where they belonged: their community. They needed help to communicate that people were their real bottom line. What they got was a brand as bold, bright, and buoyant as their philosophy: that they weren’t here for their profit. They were here for yours.