Kaua‘i Federal Credit Union
BRAND STRATEGY, WEB, & VISUAL DESIGN
When big banks from the mainland have endless resources, it can be challenging for the small local credit union to keep afloat and appeal to potential customers. Through thoughtful strategy, we livened up the CU's identity with a fresh look and a "bank local" mentality.
This program has been ongoing for several years, I joined the party in 2021
1990-2020
2021
Formerly known as
Kaua‘i Government Employees Federal Credit Union
There's a shared mentality on the island of Kaua‘i, if it ain't broke, don't fix it. But with big banks encroaching with flashy perks, the CU (credit union) needed to make some changes to stay in business. With the concern of their older client-base becoming frustrated with too much change, too fast, we knew we needed to be intentional with our language and choices.
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WHO ARE WE?
Historically, Kaua‘i Government Employee Federal Credit Union was created by a band of locals seeking to improve life on the island. They joined hands in funding the first police cars for their community. They raised money to create a loan system to provide opportunities in economic growth. At the core of it, the founding families formed KGEFCU to provide for their ‘ohana.
We are here to strengthen the social fabric of Kaua’i—our people and our island.
Our brand identity draws inspiration from the very same elements that make up the island. Landscape, water, and of course—the people.
Our brand strategy involved several players from the client side which allowed us to work collaboratively through workshops, discussions, and critiques. Our blend of perspectives allowed for a playful approach that resulted in a consistent new flavor for the credit union.
My role ranged from ideation to iteration to production. We met twice a week to discuss progress and direction to ensure we were hitting the mark.
My responsibilities include, but are not limited to editorial Design, asset creation, photo editing, copywriting, proofing, and illustration.
CREDITS
Creative Directors
Rachel Nyeholt
Christian Freissler
Designer
Crystal Chang
Responsive WEB design
With the brand refresh, it was the perfect time to update the website to reflect the new look. This involved building out a new site map to optimize ease of use as well as updating the content to fit the brand.
The site features a new collection of content showcasing locals and small business owners from the island who partner with the credit union. There is an emphasis on resources and products that can help in getting started with businesses and more.
Visually, we created Kaua'i-inspired mountain edges to serve as page breaks through out the website. We implement a second navigation to highlight the key services that are frequently sought over.
Navigation
A key focus for us was to make the navigation straightforward and intentional. We want users to feel in control—it should be easy to find resources and check your account.
Alternative Styles
Iconography
Kaua‘i is special in that it has its own cultural elements that make sense for them. We had the pleasure of creating over 50 new icons to be used across all platforms. Starting with basic line drawings, we used illustrator and photoshop together to create this watercolor illustrative collection.
Our team designed the website using Sketch and inVision for prototyping. The site was built on Wordpress.
My role ranged from building out pages once the design style was finalized. I was responsible for many of the design elements such iconography and drawing the mountain elements. Copywriting and of course, deep dives into finding the right images to match.
CREDITS
Creative Director
Christian Freissler
Designers
Crystal Chang
Sarah Scott
Huei-Hsin Wang
Engineer
Samuel Lechenet
"BANK LOCAL"
To bank local means to support the businesses committed to the island's economic growth. Kaua‘i FCU is determined to have its community self-sufficient and able to hold its own. To say the least, the locals are proud of their home.
We have created a variety of collateral, swag, and designs to keep things fresh for the credit union and its members!
