Prime Financial Credit Union (PFCU) was founded for the public works employees of Milwaukee in 1923 and boasts a strong heritage in the Milwaukee area. Though they’ve since become an open-charter financial institution, their look and tagline hadn’t been touched in many years. PFCU partnered with La Macchia Group to create a refreshed brand image and remodel their branch network to better resonate with the staff, membership, and market.
The bright red of PFCU’s branded color creates brand consistency as an accent throughout the interior spaces, with the overall color palette setting a relaxed tone in warm grays to create a natural feel. Murals and prints of old Milwaukee public works photos connect PFCU with the community and pays homage to its Milwaukee roots in an attractive and modern way. Pre-existing popcorn machines were integrated into the PFCU brand experience throughout its branch network.
With the goal of developing a tagline that embodies PFCU’s identity and brand, La Macchia Group dug deep into the credit union’s culture to identify who they were at the core. Whether it was through community work, second chances, education or time spent with the member, thorough research conducted by La Macchia revealed strong values and principles centered on giving. These had been both the driving force behind PFCU’s unique culture and the reason many members chose to do their business banking with them. La Macchia Group wanted to recognize both the credit union’s values and long Milwaukee history through the new tagline, and proposed “Giving back since 1923” as it touched on both concepts while remaining simple, memorable, and member-centered.
La Macchia Group’s live remodel of our three branches exceeded our expectations. Our new tagline resonates with our members and the multi-branch redesign pays tribute to our strong roots in an attractive and modern way. We couldn’t be more pleased with the results.
- COLLEEN JAKUBOWSKI, COO, PRIME FINANCIAL CREDIT UNION