Parda Credit Union has been dedicated to serving their members since 1937. Looking for a brand refresh for their 8 branch network, they sought the help of La Macchia Group to help achieve their goals. A name change was never part of the equation for Parda CU; employees at the Detroit facility of the Parke-Davis Pharmaceutical Company, Par(ke)-Da(vis), were the inspiration for their name over 80 years ago.
The Parda and La Macchia teams were able to achieve a logo that visually embodies who Parda CU is as a brand: an Authentic, Friendly and Empowering Financial Institution with their use of color and thoughtful design. Their tagline, "The Freedom To Be You" is an empowering call to action that reflects their goal of having every member to be the best "you" as they can.
Parda Credit Union engaged with La Macchia Group to perform a Strategic Market Analysis to identify new opportunities to increase wallet capture amongst existing membership and new growth opportunities in their existing markets. Results of the analysis concluded that to stay competitive in their market, their best move would be to create a new brand identity that would resonate with their current membership as well as draw in new members. After the Analysis was complete, La Macchia Group analyzed the footprint of one of the buildings that Parda calls home, and crafted a design that would bring to life the new brand.
Completed in two phases, this was a live remodel, the new branch features an open concept floor plan with featured zones to give the space a retail atmosphere. Upon entering the new lobby, members are greeted by staff at the teller desk who can assist them within the space. A large member lounge was implemented in the design to increase member dwell time as well as offer space for additional meeting spaces for staff and members. Another feature of this design is the offices that provide privacy, but also visibility to the lobby with the glass walls.