CONTEXT
Broadview Federal Credit Union emerged from the merger of SEFCU and CAP COM Credit Unions, aiming to create a unified and impactful brand. With over $8 billion in assets and a diverse membership base, the challenge was to move beyond the legacy names that no longer fully represented their expanded scope.
APPROACH
Broadview’s brand strategy focused on uncovering shared values such as customer success, fairness, and community impact through extensive research and internal alignment. The resulting brand promise, “Meeting people where they are and where they’re going,” emphasized their commitment to member needs, technological innovation, and personal relationships. The visual identity and messaging were carefully crafted to reflect inclusivity, simplicity, and engagement, ensuring a modern and cohesive brand experience.
IMPACT
The successful execution of Broadview’s brand transformation has positioned them as a major player in the New York capital region’s financial services market. By leveraging their merger to strengthen their brand and operational capabilities, Broadview is now poised for long-term growth, promising continued innovation and impactful community engagement in the years ahead.
Role: Design Director (concept development process, implementation)
Agency: Tenet Partners
Team: Hampton Bridwell (Managing Partner, CEO), Andrew Bogucki (Senior Partner, Creative Director), David Garcia (Partner, Design), Annick Wydooghe (Design Director), Andrew Douglas (Director, Editorial Services), Janice Bissell (Associate Account Director), Kelly Scheer (Senior Account Manager)
Awards: 2024 REBRAND 100 (Enterprise Rebrand), 2023 Transform Awards (Bronze)
