When Harvard University Employees Credit Union expanded their charter beyond university employees to include students, alumni, and affiliated partners, the credit union required a refreshed, modernized brand to accompany their new name and new reach. The updated brand needed to not only pay homage to their 85-year history, but look forward to the future with strong new positioning that reflects what’s next. With a name change to Harvard Federal Credit Union already underway, the credit union tapped Adrenaline to create a compelling visual identity and strategic plan to launch the brand to members and the market.
The Solution:
The brand refresh provided a rich opportunity for Harvard Federal Credit Union to deepen their brand story. Leveraging member and market studies, the branding team measured existing perceptions, audience personas, and brand archetype to build on. Armed with core insights, branding and strategy teams worked hand in hand to build a unique brand platform and positioning that embraces all eligible members.
The Story:
Coalescing around “Impact for Life,” the new brand pledges to empower members as they build a strong financial future and make a meaningful difference in their lives – building a more prosperous world for all.
Newly defined brand principles – clear & strong, wholehearted, and ambitious – signal strength and define how Harvard FCU expresses the brand in language and design. Updated brand values – serve & lead, educate & empower, create access, and do good – emphasize the ideals to which the credit union aspires.
With a powerful, inclusive brand platform in place, the credit union now needed a visual identity to stand out among competing financial institutions in the Greater Boston area – no easy task.
Leaning on existing equity, the new brand identity features the heritage Harvard crimson colors, but creates a distinct character by incorporating modern visual elements, including bold secondary colors, playful icons, and emoticons.
We’re thrilled with the vibrant new look and name that perfectly captures who we are now. We are energized by this dynamic transformation!”
– Shannon Cain, Vice President of Marketing, Harvard Federal Credit Union
All of the elements of the new brand come together – working in harmony to form a cohesive, bold look.
The brand comes alive through friendly, approachable messaging that captures important moments that matter in life – converging to create a dynamic brand presence.
Brand applications include updated digital, print collateral, plastics, and swag, along with brand treatments to Harvard FCU branches and ATM platforms.
To introduce the brand, the Adrenaline team developed a comprehensive rebrand rollout strategy with communication guidelines tailored to three distinct audience groups – employees, members, and the market.
In tandem with the market launch, the credit union required a conversion of their five branch locations, to reflect the new brand in the branch environment.
Planned and executed by Adrenaline, the branch conversion work included site surveys, program design, design application, and brand implementation.
Our new brand has been met with overwhelming enthusiasm from our staff, members, and community.”
– Shannon Cain, Vice President of Marketing, Harvard Federal Credit Union
Following the internal brand launch in the spring, Harvard FCU conducted an employee survey to gauge the success of the new brand. Findings include 83% of employees agree or strongly agree that they “feel confident answering questions from members about the rebrand” and 92% agree or strongly agree that they are “excited about their new logo.”
Even more significantly, the new brand had an outsize impact on internal culture, as 94% of employees say that they can “see their culture reflected in their new brand.”
