Context
General Electric Credit Union of Ohio, had experienced significant growth with restricted investment. We were engaged as part of an investment to set a new direction for the member experience and initiate an aggressive expansion plan. GECU expressed concerns with not only their experience and environments, but also their brand. We worked with their marketing team and executive leadership to reconsider their brand in parallel with an effort focused on their member experience.
Approach
GECU had expanded well beyond being a credit union for the local manufacturing plant employees. A factory that was originally owned by the Wright Brothers, and where during WWII engines were manufactured for the F-86A fighter jet. While the jet logo could be confused with a travel offering, in the communities that GECU served it could also be seen as a badge of pride and connection to the roots of the community. We explored both a refresh of the jet icon—which GECU chose to implement—and considerations for other directions to pursue. We crafted a new brand message and integrated the jet pride into the new branch experience.
We are General Electric Credit Union. We are born from jets and jet engines makers, although rather than focusing on how to break barriers of sound, we are focused on creating sound financial lives for our members.
We have evolved our family of members beyond propulsion scientists and jet manufacturers, while making their spirit of big thinking and the continual striving for better and greater a core part of who we are.
Outcome
For the financial centers we developed an exciting new building form, interior design, and experience program. The experience prioritizes new interactive teller technology in a large vestibule space that opens up to the branch during daytime hours via large glass panel doors. The teller bar was re-conceived as an advisory bar in a doughnut shape with a range of engagement type scenarios. On the one end is a refreshment bar and high-counter service with a full refreshment setup, including a refrigerator and fresh brewed coffee. On another side is a self-service printing station for collateral with a large multi-panel graphic backdrop.
