FOCUS: LIVE BRANCH MAKEOVER
The Financial Brand Forum is an annual conference about big ideas, emerging trends, new innovations, proven strategies and actionable insights within the realm of the financial industry. This year, La Macchia Group was honored to be a part of what is considered the biggest and fastest growing conference for senior-level executives in banking by participating in the Forum 2018 Makeover Sessions.
The Forum Makeovers are an engaging -- reality TV meets financial marketing -- platform that offers attendees an opportunity to see the creative process and understand the strategic decisions that are made on real projects. The big twist? The 'client' doesn't get to see any of the design process and development, only to see the final outcome live on stage at the Forum.
La Macchia Group's mission for our clients is to leverage a strong established culture with an exciting brand to create a positive consumer experience. A financial institution's brand identity is embodied by its culture, its consumer messaging, and in the day-to-day experience of employees and consumers alike. The physical space, in this case a branch, must be an expression of the financial institution's brand identity or it will serve as a disconnect to the consumer.
With a client selected and the parameters set, we were eager to take on the challenge.
The Creative brief
Client Background: U.S. Eagle Federal Credit Union | Albuquerque, New Mexico
Challenge: U.S. Eagle recently completed a rebrand, involving a new name and logo. A strong visual identity resulted along with brand guidelines was established, but they struggled with translating their new look into their physical spaces. They wanted their space to be a destination that would serve their diverse membership and increase member growth.
Mission: To help U.S. Eagle FCU create an environment that would truly embody their brand and allow members and employees to live the brand in the physical space.
Goals: We identified four key points that would influence branch design and serve the needs of U.S. Eagle:
- Communicate the Brand
- Connect Members + Employees
- Educate Members
- Translate Across the Branch Network