This was an advanced design project in which I was tasked with creating a brand strategy for an existing credit union looking to reach a younger demographic. Newer generations have been hesitant to join credit unions for a variety of reasons, such as believing them to be exclusive to a very specific group of people and a lack of experience with banking in general. Through my research, I discovered that millennials and gen Z are drawn to simple, flat graphics that send a message of a quick and easy process. As such, I focused on designing a brand that projected an easy-going, modern environment to encourage hesitant customers to join, and reassuring them that the brand is dedicated to assisting them on their financial journey.
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