Reliant Credit Union approached La Macchia Group in 2019 looking for a refreshed brand, and again most recently to design and build their newest branch. Looking for a space that embodied their modern approach to banking, while still conveying the welcoming atmosphere they’re known for, the teams got to work.
With over 40,000 members and 9 branches, this branch location in Farmington, New York marked the 10th location for Reliant since opening their doors in 1970. Originally named WCTA (Wayne County Teachers Association) Federal Credit Union, the decision was made to change the credit union’s name to Reliant Credit Union in 2007, to reflect an expanded membership as well as their values of trust and individual success.
Diving into the brand refresh, Reliant brought these values to life through a new logo. Each element was specifically chosen to embody and enrich the new tagline. The lower-case slab-serif font was chosen for its friendly feel and the handwritten tagline was chosen to represent individuality. Reliant’s new logo design represented its dedication to keeping things simple, approachable and welcoming.
One of the most prominent design features of this logo is the chevron arrow, which can be seen through graphic elements throughout the branch, and the LED lighting features in the branch vestibule seen below. This chevron arrow represents a nod to always moving forward and achieving more in life.
The branch includes two ITMs (Interactive Teller Machines) in the lounge area to take care of members with quick transactions, and to provide video teller services. The lounge also provides ample seating and a coffee bar for members to enjoy while visiting. Vivalociti, La Macchia Group's specialized technology division, installed digital displays through the branch to show service advertising, as well as show members they're moving into the future by embracing technology.