Case Study: Giving a local credit union a brand refresh to better reflect their identity and goals
Scope: Brand Evolution, Brand Standards, Graphic Design, Strategy, Market Research
The Challenge:
Industrial Credit Union, a longstanding financial institution in Northwest Washington, needed help navigating a change. While they had a deep-rooted history and loyal membership base, the name and visual system they had established in the early 2000’s no longer represented the direction they were growing in.
ICU’s marketing team approached HappyChap to lead a strategic brand evolution: one that could honor its legacy while carving out a clearer, more inspiring vision for the future.
Our Approach:
We began with a discovery phase rooted in deep research, including analyzing data from a survey ICU conducted among their members as well as commissioning research from a third-party survey platform to gather data on regional brand awareness and name affinity in relation to their competitors.
From there, we built out a new look based on the personality they wanted to embody: approachable, working-class-friendly, and undeniably rooted in the Pacific Northwest.
Market Research
- Internal member survey analysis
- External prospective member survey design, execution & analysis
- Presentation of findings for board consideration
Brand Identity Refresh
- Logo system / primary marks
- Secondary marks / iconography
- Typography & font balancing
- Color palette & supporting elements
- Brand kit for internal use
- Brand positioning & strategy
The Results:
The finished result was a brand that bridged Industrial Credit Union’s legacy with forward-thinking clarity. The new brand sends a clearer message and tells a more accessible story — one rooted in service, trust, and local pride.
Sample Works:
