BECU

BECU is the largest community credit union in the U.S. As a long-term retail and brand strategy partner, Phinney Bischoff was engaged to develop their new brand identity and entire brand experience of their cooperative headquarters and flagship retail space, and 44 financial centers across the northwest.

Informed by research, I designed an identity that is timeless and fresh, and one that is flexible and adaptable to the growing needs of the digital and physical environments. Founded in 1935 and formerly known as the Boeing Employee's Credit Union, the new brand identity is inclusive of all their members—now more than 1 million strong—and positions BECU for future growth in new markets outside of Washington state.

Agency: Phinney Bischoff
Role: Design Director, Designer

Research and strategy included workshops with BECU members and leadership team, stakeholder and intercept interviews, observations of members in financial centers, comparative and competitive audits of other financial and non-banking institutions, personas development, visitor journey maps, brand essence and platform, and messaging framework.

Creative deliverables included the brand identity, design system, brand guidelines, brand launch videos and website landing page, employee engagement materials for the internal launch, motion graphics, branded environments, exterior and interior signage, wayfinding, ATM design, collateral and photoshoot.