TAILS OF GIVING
Client: First Credit Union · Community Program Branding
Client: First Credit Union · Community Program Branding
The Brief
First Credit Union runs a community giving program where people submit their personal stories for a chance to receive $2,000 toward veterinary bills. The credit union also runs a pet supply drive, collecting donations for local shelters. They needed branding that felt warm and trustworthy enough to invite people to share something personal, while still reflecting the credit union behind it.
First Credit Union runs a community giving program where people submit their personal stories for a chance to receive $2,000 toward veterinary bills. The credit union also runs a pet supply drive, collecting donations for local shelters. They needed branding that felt warm and trustworthy enough to invite people to share something personal, while still reflecting the credit union behind it.
The Challenge
Balancing emotional warmth with brand credibility — the identity needed to feel approachable and heartfelt (people are sharing real, often difficult stories about their pets), while still reading as a legitimate, professional program backed by a financial institution, and flexible enough to cover both the vet bill giveaway and the shelter supply drive under one cohesive brand.
Balancing emotional warmth with brand credibility — the identity needed to feel approachable and heartfelt (people are sharing real, often difficult stories about their pets), while still reading as a legitimate, professional program backed by a financial institution, and flexible enough to cover both the vet bill giveaway and the shelter supply drive under one cohesive brand.
The Approach
Since this was a new program for the client, I developed three distinct logo directions, giving them real options to choose between rather than a single take — letting them land on the version that best matched how they wanted the program to feel and be perceived by their members.
Since this was a new program for the client, I developed three distinct logo directions, giving them real options to choose between rather than a single take — letting them land on the version that best matched how they wanted the program to feel and be perceived by their members.
The Outcome
A flexible, considered identity system that gave First Credit Union confidence in launching a brand-new community initiative, with room to pick the direction that fit their voice best — one that works across both the vet bill program and the pet supply drive.
A flexible, considered identity system that gave First Credit Union confidence in launching a brand-new community initiative, with room to pick the direction that fit their voice best — one that works across both the vet bill program and the pet supply drive.
