America’s Credit Unions
America’s two national credit union trade organizations — CUNA and NAFCU — finalized a merger in November and needed to publicly launch as America’s Credit Unions by the first of the year. Timing was critical. In just five weeks, we developed a comprehensive new brand identity, then helped the organization manage its transformation in the months that followed.
- Brand Strategy
- Visual Identity
- Web
- Motion
Case study
The new logo needed to be a clear, intentional break from the legacy brands. There could be no confusion between the old and the new.
One client request was non-negotiable: the logo must include the US Capitol dome in recognition of the organization’s advocacy work in Washington, DC. Rather than make yet another exterior silhouette of the building, we found inspiration in the sense of awe and civic responsibility you feel inside, looking up.
The design language starts with a set of basic graphic shapes that intersect and interact. The color palette bookends partisan red+blue with neutrals, purple and cream, then adds an action-bright family of pink, yellow, and teal.
We supplement the bold marketing language with a quieter, more authoritative approach for official documents.
Position paper for legislators
A new home on the web
Working with the internal team and developers at Elevated Third, we helped reshape the design and structure of the public-facing website to make it easier for the organization’s members to take advantage of America’s Credit Unions’ wealth of events, products, services, and educational resources.
The Swink team is a dream to work with. They ask the right questions, even ones that you didn’t think to ask, uncovering the needs and the best solutions possible. Swink provides all the benefits you’d want from a boutique shop — great communication, first-class project management and face-to-face interactions, while producing incredible designs in a time-frame that you’d only expect from a larger shop. They are nimble, fun, hard-working and extremely talented content and visual designers.
Meghan Carey
Vice President, Creative Services & Brand