Eastern Credit Union
Reimagining a New Digital Presence and Brand Identity for a Trusted Financial Cooperative
The Request for Concept
Eastern Credit Union, a well-established financial cooperative, hand selected us among other candidates to conceptualize a new branding and digital presence. Our mission extended beyond mere functionality; as we aimed to breathe new life into identity, aligning it with their forward-looking vision while respecting and honouring their rich heritage. While our project wasn’t selected, we still wanted to share.
Initial Deep Dive
Getting To Know the Client
Evaluation of Current Positioning
In-Depth Assessment of Needs
Pre-Discovery
About Eastern Credit Union
Eastern Credit Union is a distinguished institution committed to fostering economic and social advancement for its members. With a vision to be a leading financial cooperative with a regional and global presence, they recognized the need to modernize their digital footprint. Our task was to merge tradition with innovation, creating a brand identity that honors their legacy and supports future growth.
The New Wordmarque
The wordmarque for Eastern Credit Union was thoughtfully updated to maintain its historical significance while introducing modern elements and curvatures. The revised letterforms and refreshed color palette reflect the union’s commitment to innovation and growth. This new wordmark symbolizes both the stability and progressive nature of Eastern Credit Union, embodying their promise to their members.
Symbolizing a new Dimension of Stability, Longevity & Growth
Refreshing . Modern . Subtle . Solid . Approachable.
Balancing stability with a clean, modern brand identity
Incorporating vibrant elements to represent growth, innovation and positive change.
Bank On Us
Crafting the Message
We initially maintained their original tagline to underscore their commitment to traditional values while highlighting their ambition to exceed member expectations and expand their influence.
But being true to our exploratory nature, we created a new tagline, “Bank on Us,” capturing Eastern’s unwavering commitment to reliability and trustworthiness. This empowering message underscores their promise to be a dependable financial partner, ensuring that members can confidently rely on their services. It speaks to the cooperative’s dedication to providing secure, effective solutions, fostering a sense of assurance and stability in every financial decision.
Realizing a Completely New Approach & Perspective on Financial Tradition
The updated logo is complemented by a dynamic monogram symbolizing growth and innovation. The modernized color palette, featuring enhanced shades of sunset orange and complementary tones, creates a balanced blend of tradition and modernity. This visual representation highlights Eastern Credit Union’s dedication to progress while staying true to their roots.
Vivid & Dynamic
Intentionally Augmented
Slightly Modified
Promoting Purpose in Progress
The vivid colors abstractly represent the variety of services offered by Eastern Credit Union, forming a cohesive identity that revitalizes their brand. The dynamic tones blend vibrancy with professionalism, resonating with their diverse and evolving member base.
