Texans Credit Union just launched a new campaign called “The Texan Way,” created in partnership with Dallas agency TRG. The goal was to bring some real personality back to banking and stand out in a space that’s been saying the same things for way too long.
After a long break from marketing, Texans Credit Union wanted to come back with something bold—something that felt true to who they are and the people they serve. Instead of focusing on the usual banking buzzwords like “free checking” or “no ATM fees,” this campaign takes a different route.
The Texan Way is more than just a tagline. It’s how the credit union operates, communicates, and shows up for its members. The tone is warm, a little witty, and definitely not your typical bank voice. Think confident without the corporate fluff, casual but still credible.
The first wave of the campaign is already live, with OOH (out-of-home) billboards up across North Texas.
There’s more coming later this year, including video, digital ads, more OOH, and direct mail.
Texans Credit Union is back—The Texan Way is here, and it’s not business as usual.
