How do you update an existing brand so that it remains recognizable to the current market and members while evolving it to feel more professional and representative of who the organization is?

Reliant Federal Credit Union hired LUM Studio to complete a branding update for the member-owned organization. Reliant FCU tasked our team to help them identify and define who the organization is today and update the brand to align with this outcome. However, Reliant FCU wanted to maintain their current logo and through the update remain recognizable to their markets and members. LUM Studio initiated the project by developing, distributing and analyzing results from both member and employee surveys. Questions gathered feedback on member and employee perception of the organization as well as insight on the current brand. Additionally, LUM Studio executed a Branding Workshop with seven mid and C-level team members to dig deep into many aspects of the organization including goals, challenges, audience, mission, values, vision and key differentiators.

Results:

Following the surveys and Branding Workshop, LUM Studio gained a solid idea of how the brand needed to evolve and be communicated. As part of the project, LUM Studio was tasked with expanding the color palette, creating key brand features, developing brand guidelines, and designing brochures, posters, social templates, email templates, e-signatures, rack cards, presentation folders, and magnets.