Credit Union Foundation MD|DC New Brand & Website - Credit Union Foundation MD|DC

Through interviews with stakeholders and a comprehensive brand audit, Origo learned that the Credit Union Foundation MD|DC offers diverse services and programs to multiple audiences that may have little to no engagement with the other arms of the association. Additionally, the Foundation’s existing branding was strategically based on its region. As the Foundation began serving credit unions beyond Maryland and D.C., its new brand needed to effectively reflect the full scope of the Foundation’s services, reach, and impact.

Fueled by the insights collected in the research phase, Origo developed new conceptual directions for the logo identity, each with accompanying color palettes, visual elements, and lockups. This process included a synopsis of how Origo’s conceptual directions compared to other credit unions in the industry, helping to ensure the Foundation’s visual identity felt like an extension of member unions while being unique. The final result was a new logo with a fresh and inviting look and feel, reflecting the Credit Union Foundation MD|DC’s inclusive presence and positive impact within the communities it serves. 

With a defined visual identity, Origo brought the new brand to life through an innovative, new website. Origo’s copy team kicked off the process by developing an updated messaging strategy, including new positioning statements, tag lines, and voice and tone guidelines, to help create differentiated messaging for the website and beyond. Origo’s design team applied the updated visual identity and messaging to create a modern, bold design style. The site uses simple navigation to deliver a streamlined user experience, helping audiences explore the Foundation’s diverse programs and services and quickly find what they need. Origo also helped improve the online grant application experience, making it easier to upload supporting documentation and complete the process online. 

To help the Foundation introduce its new brand to the market, Origo created a suite of branded assets. Origo developed multiple conceptual directions to demonstrate how the visual identity could be applied across brand elements, such as business cards, letterhead, and tradeshow assets. 

With a new brand and website, the organization was able to re-introduce and re-launch their organization to better reflects its expanded set of values and services, helping the Credit Union Foundation MD|DC connect and engage with new credit union partners, helping them continue to make a difference in their communities.