It’s amazing the people you meet and the stories they share. You just never know what you’re going to learn with each conversation. Did you know that the transformation of Heritage Trust into REV Credit Union is one of Charleston’s biggest financial rebrand success stories? On our latest episode of the Charleston Marketing Podcast, Mike Compton and Stephanie Barrow had the pleasure of chatting with Shelly Puckett, Director of Brand Marketing at REV, to dive into the strategic choices and cultural shifts that turned a traditional credit union into a vibrant, community-driven financial institution.
When Shelly joined the team in 2019, her first assignment was a website redesign. But before she knew it, she was at the heart of a complete brand overhaul. Alongside CEO Jason Lee, she helped craft the new identity for REV—a name that’s not an acronym but a symbol of energy, forward momentum, and positivity. The timing was anything but easy. The official launch happened in March 2020, right as the world was grappling with COVID-19. But instead of slowing down, the team went full speed ahead with a bold “atom bomb” billboard strategy that placed their new message prominently across Charleston.
What sets REV apart is their mission-driven approach to banking. Their motto, “banking with purpose,” isn’t just a tagline—it’s a commitment. As REV grows, so does their impact on the community. Their Up the Good Foundation focuses on strengthening communities through health and wellness, inclusivity, and financial education. In just a few years, their team has logged over 10,000 volunteer hours, reaching their five-year goal ahead of schedule. Now, they’re aiming even higher, targeting 30,000 volunteer hours over the next five years.
REV’s marketing strategy blends traditional advertising with deep community involvement. Their nine-person marketing team operates like an in-house agency, handling everything from design to execution. They’ve launched signature events like REV Day for employees and REV Day for Good, where team members volunteer across North and South Carolina. They even created an e-commerce site, Shop REV Gear, with all proceeds going back to the foundation. Every aspect of their marketing ensures that their message stays authentic and consistent while connecting with a broad audience.
Financial education is another big part of REV’s mission. Did you know they’ve set up student-run branches in three local high schools? —Stall, Cane Bay, and Philip Simmons— giving students hands-on banking experience and a head start on financial literacy. How cool is that?!
As Shelly shared, the secret to REV’s success isn’t about following trends—it’s about building a brand that lasts. By staying consistent, fostering real relationships, and making a genuine impact, they’ve created a financial institution that feels both fresh and familiar to Charlestonians, old and new. In a competitive industry, REV isn’t just standing out with bold branding—they’re making a real difference in the communities they serve.
