Planit Launches SECU Maryland Campaign, Brand Refresh to Inspire Those Seeking Financial Wellness

Planit Agency
February 8, 2021

A New Year Means a New Brand & Campaign for Maryland’s Largest Chartered Credit Union

Baltimore, Md., (February 8, 2021) — Baltimore-based advertising agency, Planit, has unveiled a brand refresh for SECU Maryland, with the launch of the credit union’s new “Here’s to the Seekers” campaign. The campaign, which serves as the launch of SECU’s new brand visual identity and positioning, is the culmination of the credit union’s evolution to providing holistic financial wellness for those who are expecting and are seeking a better banking experience.

“Now more than ever, consumers need brands who choose right over easy, who are actively vested in their well-being,” said Becky Smith, EVP, Chief Strategy and Marketing Officer for SECU. “Our new brand identity and campaign reflect SECU’s comprehensive approach to financial wellness, our commitment to taking the extra steps or additional minutes for a member, to nurturing personal connections, and to always choosing to do the right thing.”

The “Here’s to the Seekers” campaign celebrates captured moments in time that are made sweeter through the lens of financial wellness, such as a bride and groom’s first dance, a retired couple enjoying a laugh together, a new business owner making her first sale, and a mother reading to her child.

Visual identity updates were made throughout SECU’s financial centers and its brand collateral in 2020, including the design of the newly opened financial center in Clarksville, Maryland.

“We were thrilled to work with SECU, one of Maryland’s most recognizable names in banking, to help them  articulate their brand’s visual identity in a way that is meaningful to their current and future members,” said Ed Callahan, Co-Founder and Creative Strategist at Planit. “The new campaign’s central tenet, ‘For all those that seek, we’ll help you find,’ not only remains relevant but takes on new meaning as it launches in the midst of unprecedented challenges for Marylanders. We are all seeking to enjoy what matters most in life and we are optimistic about what the future holds.”

The new fully-integrated brand campaign will run from Jan. 19 through the end of 2021 in the Maryland market, reaching consumers via TV, Connected TV, radio, display, out-of-home advertising (OOH), digital audio (Pandora and Spotify), Facebook, Instagram, YouTube and direct mail.

Learn more at


About Planit

We’re Planit. A strategic, digitally-minded agency that leads revolutions for national and global clients. Whether that’s through a variety of media channels, PR, social, or the “next big thing”—if it isn’t bold, creative, and smart, we’re not doing our job. That’s why clients including Royal Building Products, CareFirst, Preen, SourceAmericaKiddie Academy, Sheetz, Curio, and The AMES Companies trust Planit. And that’s why we continue to receive stellar industry recognition, including being named to Entrepreneur Magazine’s Entrepreneur 360™ List, winning the EY Entrepreneur Of The Year ® Award, and Advertising Age’s Small Agency of the Year.

About SECU 
SECU, Maryland’s largest credit union, serves 260,000 members across the state. As a member owned, not-for-profit, SECU puts its members first. Membership is open to all Maryland state employees and their families, University System of Maryland students, graduates, staff and their families, Bank At Work partners and many others. Headquartered in Linthicum, Md., SECU has 22 financial centers and provides access to nearly 50,000 free ATMs through the CO-OP network. With over $4 billion in assets, SECU ranks among the top 60 credit unions nationwide based on total assets in the U.S. Insured by NCUA. For more information, visit