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.

Client

Harvard University Employees Credit Union

Deliverables

Branding

Advertising

Literature Campaign

Rack Brochure Suite

Branding Components

Harvard University Employee's Credit Union branding details

Horizontal Banner Suite

Harvard University Employee's Credit Union transit banners

Rack Card Detail

In-Bank Posters

Harvard University Employee's Credit Union advertisements

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