If elevating your credit union’s brand is on the agenda, you’re already on the right track. Your brand should deliver a promise and sense of pride to your members; this is what Illiana Financial Credit Union chose to act on. The credit union was experiencing membership and staff growth at a steady rate, putting it in a great competitive position, but also opening up room for inconsistencies across the brand from branch to branch. Of course, transforming the interior and exterior of the credit union’s 3,000 square foot Calumet City location was critical, but making sure members were welcomed by a refreshed brand image that invites one to explore, discover, and participate in the opportunities of Illiana Financial Credit Union was, and still is, equally important.
Creating a Local-Friendly Credit Union
The goal of this project and partnership was to create a community/local-friendly credit union that is attractive to younger audiences (without alienating older audiences) that resonates with the credit union’s diverse demographic groups and wide range of geography throughout the Chicagoland area. To achieve this goal, we performed a strategic market analysis of the branch network which guided our decision with Illiana Financial to remain in its current location and update not only the facility, but its high-potential brand.
Other branch locations:
When Illiana Financial decided to go through the difficult process of rebranding and adapting our credit union to meet today’s expectations of the modern financial environment, I knew we needed a partner with a strong history of financial design/build expertise. It was extremely helpful to have La Macchia Group with us every step of the way. Their intimate understanding of the financial market helped us develop a concise brand and retail experience that will lead us into the future for many years to come.
- JIM HENMUELLER, PRESIDENT/CEO, ILLIANA FINANCIAL CREDIT UNION