Established in 1945, Allegan Credit Union had grown with its membership base throughout the years as the city’s only credit union. CEO Billie McClellan recognized the need for the credit union to appeal to a younger demographic in order to grow loans and add new members. To accomplish this, Allegan Credit Union partnered with La Macchia Group to create a new brand identity and in-branch experience that resonated more with its membership, the foundation of this being a new logo and tagline “growing with you”.
In addition to the new logo and new tagline, La Macchia Group developed a refreshed branded identity with the goal of reflecting the friendly, peer-to-peer attitude of the surrounding area and the casual next-door neighbor culture of the credit union. Warm, sunkissed colors of the brand's color palette recall the local landscape, and are utilized throughout the interior finishes to create an environment that is attractive to young and old audiences alike. This resonates with the local market, and enhances the community ties of the credit union to its local charter.
Local imagery and branded elements create a relaxed and friendly tone that highlight the themes of growth and exploration in the products, messaging, and dwelling areas throughout the space.