The Goal

Oregon Community Credit Union was in the midst of evolving many of their business lines and wanted the brand strategy and identity to reflect the current organization while maintaining the essence of the brand that was loved by staff and members.

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The Strategy

The strategic approach was to garner input from members, staff and leadership to understand the brand sentiment in the marketing, the value proposition and the vision for the future evolution of the organization. These insights informed a brand strategy and refreshed brand identity that reflected the current organization.

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My Role

I led strategy and project management for the evolution of visual identity and development of brand guidelines.

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The Results

In June 2018, Oregon Community Credit Union launched the new OCCU logo and brand strategy to evolve the brand architecture from an unfocused hybrid model to a branded house. In addition, the visual identity, we launched brand messaging that wove the new brand pillars and value proposition to the existing vision and mission through new brand elements and collateral. The result from both staff and members was overwhelmingly positive.