Restaging a Brand for a New Future of Success

HealthOne Credit Union


When New England Federal Credit Union acquired the struggling Detroit-based HealthOne Credit Union in December 2014, they were committed to investing in the brand and bringing it up to NEFCU standards. NEFCU called on Direct Design to create a strong brand identity for HealthOne, while clearly integrating the new brand with NEFCU.


We made site visits to Detroit. We listened to HealthOne leadership, staff and members. They told us the strengths of the 60 year-old credit union, and what it meant to each of them. Inspired by its long history of serving health care workers, we created a new look and feel for the brand. We applied the new brand standards to their retail space, merchandising and digital assets.


Integration into the NEFCU system has been virtually seamless. Staff located in Detroit and Cleveland are excited about the fresh start. Now that HealthOne has started selling products, we are watching membership numbers and credit union metrics to confirm the transition has been a success.


HealthOne Branch 1

HealthOne Branch 2