The existing name was closely tied to a legacy military footprint and limited broader market relevance.

Leadership sought a brand that would support expansion into new communities while maintaining member trust.

The transition required coordination across regulatory, operational, and member-facing environments.

Every touchpoint—from signage to digital platforms to legal documentation—needed to reflect the new identity.

Designed several options for the Homebase Credit Union logo, presented to the CEO and Board, and provided my recommendation on the solution that best represented the credit union brand’s message and tone

Partnered with the advertising agency and internal Creative Projects team to refine and finalize the brand identity

Contributed to the development of the brand style guide, ensuring clear standards for logo usage, color, typography, and application

Collaborated with cross-functional marketing teams to extend the brand across campaigns, collateral, and customer touchpoints

Supported implementation of the brand across national retail and service environments

Balanced modernization with familiarity to preserve trust during transition

Developed a name and brand identity that could scale beyond the legacy footprint

Structured rollout to align regulatory requirements, operational readiness, and member awareness

Prioritized clarity and consistency to support both employees and members throughout the change

Managed name development and brand positioning

Partnered with law firm for trademark approval

Developed logo, visual identity system, and comprehensive brand standards

Partnered with department leaders to coordinate changes across all areas including operations, legal, training, and retail

Updated branch signage (interior and exterior)

Updated website and digital platform updates

Provided member communications and transition materials

Developed launch campaign and brand introduction

Successfully transitioned the organization to a new name and brand across all channels

Strengthened community relevance and positioned the credit union for future growth

Created consistency across physical, digital, and member-facing experiences

Provided a clear, coordinated transition that supported both employees and members

Received trademark approval on name and design mark