Transforming a Credit Union Into a Lifestyle Brand
We partnered with Harvard University Employees Credit Union (HUECU), a not-for-profit financial cooperative, to completely rebrand and reposition their public collateral. We developed a modern, approachable, credible and unified external communication system that reinforces HUECU as a trusted brand that really cares about its members – and their financial future.
We reinforced the tagline Not a Bank. A Benefit. with a smart branding framework, new typography, and palette of colors, enabling us to position the Credit Union as a lifestyle brand. We applied our design approach to a series of rack brochures, interior and exterior advertisements that appear in public transportation, bank offices, and throughout the community.
Harvard University Employees Credit Union
Rack Brochure Suite
Horizontal Banner Suite
Rack Card Detail
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