Gas & Electric Credit Union

SUMMARY

For many years, Gas & Electric Credit Union (GECU) had been working creatively to adapt to their headquarters space to meet their members' needs. Rapid growth and recent industry innovations, along with a newly redesigned logo and brand image, prompted GECU leadership to seek out an experienced partner that could help transform their retail environment to reflect their updated identity.

To get a better understanding of their branch network and demographics, we performed a Strategic Market Analysis. Our findings concluded that this branch was perfectly located in their target market and would find success in staying in their current location.

We addressed their challenges by reconfiguring the interior lobby to define a more natural pathway and direct traffic through their unique lobby space. To draw out their brand identity into the space, modern signage, LTV flooring patterns and an artful blend of color was designed. The flooring design subtly prompts members to proceed to the teller line located to the left of the member lounge and children's area. Other custom elements include a curved teller line, reflecting the curve in their new logo as well subtle curved patterns throughout the space.

Signature touches throughout the space connect to the history of the credit union, drawing on the early years of when they were formed to serve employees of the local power company. On a feature wall, a collection of old hats and lunch pails are displayed on a custom shelf.