Elements Financial Brand Guidelines

THE ELEMENTS OF OUR BRAND

TABLE OF CONTENTS Our Story

The Story Behind Our Brand

Our Voice

Our Personality Brand Pairings Our Style

Our Look

Our Logo Logo Variations Color Palette

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4

O

6 7-8 9-10

O 12 13-14 15

Our Look Cont.

Color Hierarchy Typography Stock Photography Branded Photography Creative Strategy - Promotions Creative Strategy - Social Media

Our Feel

Our Purpose Our Approach Diversity in Advertising Position Statement

16 17-18 19-20 21-22 23-24 25-26

28 29 30

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OUR STORY

THE STORY BEHIND OUR BRAND Our credit union was founded in 1930 under the management of Eli Lilly to protect its employees from street lenders and loan sharks during the Great Depression. Since then, we’ve become a trusted partner for many organizations in Central Indiana and across the nation.

While our history spans nearly a century, our credit union created Elements as a brand in 2015. Over the years, we’ve evolved from our original name, Eli Lilly Credit Union, to the acronym Elfcu, and finally, Elements Financial on January 6, 2015.

In 2019, we solidified our name with a purpose statement: Empowering members to achieve financial success. This purpose is at the heart of our brand, and it shapes the way we engage with our members and communities around us.

As you explore our brand guidelines, you’ll learn how to interpret our brand’s voice, style, look, and feel. These principles keep the Elements Financial experience consistent and memorable. Thank you for being a part of our journey. Together, we’ll continue building a brand that leaves a lasting impact.

- The Elements Marketing & Communications Team

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OUR VOICE

OUR PERSONALITY Every business has a brand and personality, and ours is expressed through our words. We like to keep a consistent voice when interacting with members and partners to build trust and connection by using language that is: Inclusive & Inviting: We support members at every stage – no matter who they are.

Encouraging & Empowering: We use words that give members the confidence they need to succeed.

Informative & Educational: We are financial wellness experts who share practical tips and strategies for managing personal finances.

Everyone who banks with Elements should feel empowered to make well-informed financial decisions, and we’re here to provide the tools and resources to help. That’s why we do what we do – to make the journey toward financial success feel hopeful, achievable, and fulfilling!

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BRAND PAIRINGS

At Elements, we are “Like a Bank, Only Better.” We reinforce this tagline through our 4 key themes and phrase BETTER RATES. FEWER FEES.

TRUSTED ADVICE. FRESH APPROACH.

Being a member at Elements means enjoying the best products and services with higher deposit rates, lower loan rates, and fewer fees. This claim is emphasized through our special perks like:

Our credit union provides a platform for members to expand their financial literacy through state-ofthe-art technology. We meet members where they are with financial resources such as:

∙ Higher Deposit Rates and Lower Loan Rates than our top banking competitors

∙ Virtual Events & Community Workshops ∙ Social Media Content

∙ No PMI on our First Time Homebuyer mortgage program

∙ Financial Advice Article Library

∙ No balance transfer fee, international transaction fee, or annual fee with our Signature Rewards Credit Card

∙ Complimentary Financial Reviews & Personalized Budget Management

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∙ Better Money Podcast Episodes

es we call our Brand Pairings: HIGH TECH. HUMAN TOUCH.

RESPECTED LOCALLY. ACCESSED GLOBALLY

Elements is digitally focused on best-in-class online and mobile banking, which creates easy banking solutions for our members. Our financial tools and technology are backed by financial experts ready to provide tailored advice and education whenever, wherever, and however you need it.

Since 1930, our credit union has been rooted in our community, and we are honored to be named the official credit union of several Indianapolisbased companies.

∙ SavvyMoney Credit Score Program

∙ 5,000+ Shared Branches

∙ Personalized Budgeting Tools

∙ Nearly 1,000 Community Volunteer Hours Logged by Employees on our Annual Purpose Day

∙ Banzai Financial Wellness Modules

∙ Members in all 50 States and 50 Countries ∙ 90,000+ Surcharge-Free ATMs

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OUR STYLE We’ve found that finances and grammar have much in common. Just as precision and consistency are crucial when managing money, they are equally important when it comes to grammar usage. Here’s how we stay consistent in our writing style at Elements.

Casing

Numbers

Titles should always be capitalized, excluding conjunctions (of, or, and).

Numbers should be written out numerically after one - ten.

EX: The Benefits of Credit Cards

EX: With our Signature Rewards Visa, you can get a $200 cash bonus and 0% Intro APR for six months on purchases and balance transfers.

One benefit is the convenience of paying with a tap, swipe, or chip.

Dates, Times, and Locations

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Dates – Day of the Week, Month Date, Year

Time – Hour am/pm

Time Zones – EST, PST, etc.

EX: Thursday, September 5, 2024

EX: 12:00 pm – 1:00 pm

EX: 2:00 pm EST

Punctuation Commas = Clarity! Use the Oxford comma when needed.

EX: Our financial resources include advice articles, workshops, and free credit counseling.

Minimize the use of hyphens in names, when possible EX: High-Yield Savings, High Yield Savings

Symbols and Abbreviations Abbreviations are everywhere in banking! Here are the ones we use most often: Acronyms: SEG (Select Employer Group), IRA (Individual Retirement Account), APY (Annual Percentage Yield), PIN (Personal Identification Number), APR (Annual Percentage Rate), HINT (High Interest Checking), HELOC (Home Equity Line of Credit) Shortened Words: Info (Information), Auto (Automobile), Intro (Introductory)

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OUR LOOK

OUR LOGO Why “Elements”?

We wanted our look and feel to be original while still paying tribute to Eli Lilly and Company. Our name, “Elements,” symbolizes the 118 chemical elements found on the periodic table, giving a nod to Lilly’s scientific nature.

The Origin of the Cube Just like our name, we chose to base our main brand colors on Eli Lilly’s recognizable brand colors. The Elements red, blue, and green were chosen to represent the elements of nature: fire, water/air, and earth. The cube, or hexagon, shape also reflects Eli Lilly, symbolizing three components of a molecule schematic.

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LOGO VARIATIONS The Elements logo is available in these approved variations. We prioritize using our full-color logos with “FINANCIAL” in black on light backgrounds and white on dark backgrounds. In cases where the background intereferes with full-color logo legibility, we have the option of using a one-color version.

Any alterations to the logo must be created in partnership with the MarCom team.

Full-Color for Light Backgrounds

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Full-Color for Dark Backgrounds

In limited cases, Elements MarCom will work with special partners in the community, such as the Indianapolis Indians and Butler University, to create co-branding. Examples of that are shown here:

Indianapolis Indians Use Only

State of Indiana Use Only

Butler University Use Only

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COLOR PALETTE Pantone 485 C

Pantone 549 C

Pantone 367 C

CMYK 8 | 97 | 100 | 1

CMYK 65 | 27 | 25 | 1

CMYK 39 | 0 | 76 | 0

RGB 209 | 18 | 24

RGB 79 | 137 | 159

RGB 148 | 211 | 87

HEX #D11218

HEX #4F899F

HEX #94D357

CMYK 0 | 0 | 0 | 100

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RGB 35 | 31 | 32

HEX #231F20

COLOR HIERARCHY Elements Red

Elements Blue

Black

Elements Green

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TYPOGRAPHY Our typeface is an important part of our brand identity. Typography is more than using the correct font; it’s about the overall appearance of the text.

Our primary brand typeface is DIN OT. Like our name, brand colors, and logo, we chose this typeface to honor our founding company, Eli Lilly. The font family offers two styles, Regular and Condensed, that we use interchangeably, but only one style is used at a time to maintain consistency.

Headers: Bold/Condensed Bold Subheaders & Copy: Regular/Condensed Regular + Medium/Condensed Medium for emphasis Rates & Offers: Bold/Condensed Bold Calls-to-Action (CTAs): Medium/Condensed Medium Disclosures: Condensed Regular + Condensed Bold for emphasis Informative Documents: Regular with Bold Headlines Social Media Graphics: Black/Condensed Black Presentation Slides: DIN OT family (Black, Bold, Medium, Regular) Figma Emails & Newsletters: Bold Arial for headlines, Arial for copy If DIN OT is unavailable, Calibri is a great substitute and is very close to our brand typeface.

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DIN OT - Black

DIN OT - Bold

DIN OT - Medium

DIN OT - Regular

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

DIN OT - Condensed Black

DIN OT - Condensed Bold

DIN OT - Condensed Medium

DIN OT - Condensed Regular

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz

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STOCK PHOTOGRAPHY As you look at our photo selections, you’ll notice the subjects are focused on everyday experiences in which our members might see themselves using our products and services.

While all the photos below match the style you typically see within an Elements advertisement, the choices on the right are specifically “non-camera aware.” This means the subjects of the photo are engaging in the scene with one another, and not directly with the camera. It comes across more authentic and invites viewers to picture themselves in the situations.

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BRANDED PHOTOGRAPHY Branded imagery gives us customization, adding real products and people using our services. Plus, we are able to show diversity through: Age | Gender | Race | Family Makeup | Outfits | Location | Small Businesses | Community Settings We are also intentional about any screenshots appearing in the imagery, ensuring they represent attainable goals for our members, such as an average credit score.

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CREATIVE STRATEGY - PROMOTIONS Our promotions highlight offers per the Marketing Calendar and are communicated through a variety of channels including in-branch marketing, social media, BD handouts, digital ads, online banking graphics, eNewsletter mentions, direct email, and more.

They tell a story and look to elicit a feeling from our members. We often ask ourselves: ∙ What kind of person would benefit from this product or service? ∙ Can the person envision themselves using the product or service? ∙ Would the target audience relate to the look and sound of the promo? ∙ Have we highlighted a diverse group across the concurrently running promos?

Our promotions typically begin with a poster, then are expanded to include other marketing assets.

These advertisements typically include: Bento Grid Design Style, Relevant Imagery, Brand Colors, Seasonal Colors, or Colors Complimentary to Image, Specific Call to Action Boxes, Pattern Related to Theme or Photo, Accompanying Statistic (when possible) When developing our headers and subheaders, we consider using the following: ∙ Branded words ∙ Alliteration

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∙ Phrases or pairings ∙ Action words

∙ Rhyming ∙ Product-related themes

Our Rates Are Warming Up!

Thaw Out Your To-Do List

Limited Time Special on a 13-Month or 18-Month Fixed Rate Certificate

Start Your Spring Projects with a Home Equity Loan or Line of Credit (HELOC)

4.50

% APY

13-MONTH CERTIFICATE

1

4.35

COMPETITIVE RATES ON

% APY

10 AND 15 YEAR FIXED HOME EQUITY LOANS

1

SPECIAL HELOC OFFER

4.99% 7.50%

THEN AS LOW AS

APR1

SIX MONTH INTRO RATE elements.org/HomeEquity

18-MONTH CERTIFICATE

VARIABLE

APR1

Learn more and open a new certificate at elements.org/Certificates

HELOCs Allow You to Borrow Funds Up To 90% of Your Home’s Value; Fixed Home Equity Loans Offer the Benefit of 100%

Certificate Rates are Continuing to Outpace the Rate of Inflation in 2025

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1) Share Certificate (Fixed Rate) Annual Percentage Yield (APY) effective as of February 28, 2025 and may change without notice. Minimum deposit of $1,000 to open certificate.

Primary members under the age of 18 must have a $500 minimum deposit to open certificate. Minimum of $500 balance required to earn dividends. Health Savings account funds are not eligible.

Penalty for early withdrawal. Elements reserves the right to amend or discontinue offers at any time and to limit the balance of a certificate at any time. 2) Source: Bankrate, “Top CD rates today: February 19, 2025 | Highest APY holds steady at 4.50%,” February 19, 2025, https://www.bankrate.com/banking/cds/top-cd-rates-today-february-19-2025/. Federally Insured by NCUA.

1) Rates are based on an evaluation of credit history, combined loan-to-value ratio, loan term, and occupancy, so your rate may differ. Not all applicants will qualify for the displayed lowest rates. The term is 25 years, consisting of a 10-year draw period with interest-only payments followed by a 15-year repayment period with principal plus interest, which may increase your monthly payments. The Introductory Annual Percentage Rate (APR) of 4.99% is for new Home Equity Lines of Credit only and is for the first six months. HELOC modifications, renewals and increases that utilize the same property are not considered new and are not eligible for the introductory rate.

To receive the Introductory rate, a draw of at least $10,000 must be made within 30 days of account opening. After the introductory rate expires, balances will be charged at the variable APR based upon the Prime rate as published in The Wall Street Journal plus a margin. The APR will never be lower than 3.75% or higher than 18%. The stated rate, correct as of February 1, 2025, applies to borrowers with credit scores of 730 or greater, CLTV 80% or less, and owner-occupied single-family residences. Elements Financial will conditionally waive the following Closing Costs associated with your home equity line of credit: flood certification, title search or title abstract, credit report, recording fees, and a simple valuation. You may be required to pay other costs such as taxes, and when required, appraisal fees. However, if you close your home equity line of credit within 36 months after it is opened, you will be required to pay an Early Closure Fee in the amount of the Closing Costs originally waived. These costs vary by state and property type. Elements Financial reserves the right to modify or end this offer at any time. Additional terms and conditions may apply. Subject to credit approval. Elements Financial Membership Required. Federally Insured by NCUA.

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CREATIVE STRATEGY - SOCIAL MEDIA Social media is more than just a marketing tool. We use it to inform, engage, and empower, while showcasing the human elements that make our brand unique. You can find us on Facebook, Instagram, LinkedIn, X (formerly Twitter), Glassdoor, and Indeed. We use a mix of organic content, paid boosted posts to reach a targeted audience via Meta, and digital paid ads strategically placed on Google, YouTube, audio streaming platforms, and podcasts.

What We Share: ∙ Promotions: We present our financial products and promotions through an educational tone, so followers understand the benefits of the product. ∙ Financial Education & Quick Advice Videos: We offer timely, digestible tips through advice articles, quick videos, and podcast content—especially around fraud prevention and smart money habits. ∙ Giveaways: From tickets to local events to gift cards from businesses we love, giveaways help us reward our followers and reach potential new members. ∙ Human Elements: We spotlight exceptional employees through engaging stories that put real faces to our brand, highlighting the passion and dedication behind the work we do. ∙ Community Impact: Updates that showcase how we give back—through financial education workshops, community partnerships, and hands-on volunteerism that reflects our values in action.

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OUR FEEL

OUR PURPOSE Our purpose is to "empower members to achieve financial success," and it defines why we're here. Sure, we offer checking and savings products, credit cards, loans, and investments. Yet, as a credit union, profits are returned to our members in the form of higher deposit rates, lower loan rates, and fewer fees. Because our goal is to improve the financial lives of our member-owners, we provide personal attention and financial wellness education, such as various events with our partner companies and community. To stay focused on this purpose, we look to our Strategic Themes:

OPERATIONAL EXCELLENCE ORGANIZATIONAL HEALTH MEMBER EXPERIENCE 28

OUR APPROACH At Elements, our approach to Marketing & Communications is grounded in a simple but powerful equation: Culture + Brand = Reputation.

Our Purpose Statement drives our culture and brand: Empowering members to achieve financial success. As a credit union, we provide the necessary tools, resources, and education for our members to achieve the financial goals that matter most to them.

Our Culture impacts how we show up to work daily as we build relationships with other employees, our members, and the community.

Our Brand allows our business to remain true and consistent in our approach through our look, our voice, and the overall experience our employees create.

When culture and brand align, they create our Reputation—what people feel and believe about Elements. Our reputation evolves from every supportive interaction we have, every competitive product and service we offer, and every financial goal our members achieve.

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DIVERSITY IN ADVERTISING POSITION STATEMENT Our marketing model meets people where they are, no matter who they are. Specifically within our imagery, we aim to reflect diversity in race, ethnicity, age, sexual orientation, gender identity, and disabilities to accurately portray the communities in which we serve. Our members, including our own employees, should recognize themselves in our ads and feel that our brand is welcoming, inviting, inclusive, warm, and friendly while also offering the valuable benefits of: ∙ Better Rates. Fewer Fees. ∙ High Tech. Human Touch. ∙ Respected Locally. Accessed Globally ∙ Trusted Advice. Fresh Approach.

The Marketing Team at Elements Financial seeks to create content, both verbal and visual, to which our audiences can identify. One of the most effective marketing methods is relatability. Market research finds that consumers will not support brands that lack representation, on the basis of race, gender, and sexual identification. The team behind Elements Marketing understands and supports this power of choice and takes it into account with the daily decisions we make related to our work.

Ultimately, our department is here to create an empowering brand environment for members, employees, and the community at large.

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Federally Insured by NCUA