Rebrand and Repositioning
Brand Identity, Logo Design, Art Direction
Unity Financial Credit Union with Kearley & Company
Context
The client, a Connecticut-based credit union, transitioned from a federal credit union to a state-chartered credit union. Formerly known as Healthcare Financial Federal Credit Union, the client’s membership base was limited to the hospitals it served. The change in charter expanded its field of membership to include anyone who lives, works, or worships in New Haven, Fairfield, and Middlesex counties.
Problems to Solve
01
While the core purpose of the credit union would not change – helping those who help others – the name and brand identity would need to change to reflect an expanded field of membership.
02
Capitalizing on the momentum of the name change, the rebrand provided an opportunity to modernize the brand identity, ensuring it resonates with today’s consumers in Connecticut and reflects the forward-thinking nature of the credit union’s services.
03
A new name would need to align with broader services or a wider geographic footprint, making it easier to enter new markets and speak to diverse customer segments.
Solution
I brainstormed with the team to develop the new name, Unity Financial Credit Union. This update met the client’s need to keep “Financial” in the name to maintain equity. The new name was directly tied to the expanded charter, alluding to the larger, unified membership base, and it connected to the credit union’s core purpose. But most importantly, it reinforced the message that at Unity Financial Credit Union, you’re not just a member; you’re a part of something bigger.
Name change
The team pitched a variety of logo options to the client, and the chosen logo was my design. I created the logo to communicate that members are a part of something bigger, and it’s not just about finances; it’s about relationships, support, and helping at every stage along the way. During concepting, I decided to avoid more generic or cliché depictions of unity, such as circles, clasped hands, or interlocking shapes. Instead, I chose the symbol of an umbrella to speak to care, protection, and inclusion. To play up the credit union's people-first, fun, and whimsical personality, I incorporated a winking smiley face as a slightly obscured easter egg within the logo.
Logo development
While the client was committed to keeping its existing color palette, refreshed visual elements and motifs were necessary to align with the new logo. I was responsible for concepting and establishing the updated visual identity, which was then applied by other team members to various assets, including social media graphics, emails, direct mail, and credit cards. As new assets were created, I oversaw the creative process, ensuring all brand touchpoints remained consistent with the brand guidelines, visual identity, and creative strategy.
Brand identity
A new logo with a unified message
The new logo emphasizes the credit union’s new, more diverse member base. It evokes feelings of collaboration and belonging, crucial elements on which credit unions are built. Designed to be scalable, the logo easily adapts at any size.
Previous logo
The credit union needed a modernized logo that both respected its roots and reflected its new scope and messaging.
As the brand was built out across multiple channels, I oversaw the creative strategy and process, ensured the brand identity was upheld across all touchpoints, and led the team in maintaining a cohesive visual identity that reflected the new brand guidelines. As I established the new visual identity, I focused on incorporating more rounded, friendly shapes, including imagery that reflects both the old and new member base, and establishing a dedicated icon library to ensure long-term consistency.
Social media
Logo Design and Brand Identity: Christine Marquez // Art Direction: Christine Marquez // Copywriting: Jay Overstreet // Graphic Design: Meredith Cody + Daniel Buenger + Jonathan Patterson // Email Lead: Jordan Guilmart