Creative Direction, Branding, Visual Design
Arbor Financial Credit Union is a Kalamazoo based credit union. They have been in business for many years as Educational Community Credit Union (or ECCU). Originally for educators, they had a branding issue as people didn't know that anyone could bank there. I led the team with the rebrand including coming up with the new name, designing the logo, creating different collateral pieces, radio and television commercials and more.