We’re Here to Make Change
As Designer at Arrow, I created this campaign for University Federal Credit Union (UFCU), which was the result of a major repositioning. The objective was to position UFCU as a mission-driven organization that exemplifies concern for the community through its social purpose and impact areas, with the ultimate goal of a financially healthy community.
ClientUniversity Federal Credit Union
My ContributionCampaign Logo & Visual Identity Design
Campaign Collateral Design
Campaign Guidelines
What is a Financially Healthy Community?
It’s a mouthful to say and a big idea to define in a single logo lockup. So I started with the core message and gave it the superhero treatment in the UFCU brand color palette. The hefty We’re Here to Make Change wordmark serves as visual anchor for both the accompanying messaging and the campaign artwork.
Campaign Key Art
The key artwork for the campaign pairs the wordmark with a photo collage depicting UFCU’s three core areas of a financially healthy community—A Place to Learn (accessible higher education), A Place to Prosper (attainable career skills & advancement), and A Place to Call Home (housing affordability).
Core Area Lockups
Assets include alternate lockups featuring photo collages depicting a single core area—education, career, and housing—to be used in marketing materials focused on a particular area.
Campaign Collateral
Using the new artwork, I produced print, OOH, and digital display ads as well as a landing page on the UFCU website and images for social media.
Campaign Guidelines
Guidelines for the campaign include guidance on messaging, image selection, artwork usage, and templates to produce new assets for collateral in-house.
