Refining the Brand of an Established Financial Institution

New England Federal Credit Union


As the largest credit union in the state of Vermont, New England Federal Credit Union has more than 91,000 members. Yet they operate in an increasingly crowded and competitive financial marketplace. Their strategy hasn’t changed much over the years: they need to increase member engagement and loyalty, deliver exceptional customer service, and continue to build their reputation as leaders in a national industry. What does change, however, are the tactics and messaging. These need to be regularly reviewed and refreshed if the credit union is to continue on its growth curve.


For more than ten years, Direct Design has helped strengthen NEFCU’s brand as integral partners with their small marketing team. We have worked toward consistency in brand management, ad design, collateral materials, retail space design. We created a comprehensive Style & Usage Guide, which serves as a resource for producing every NEFCU visual and digital message.


In ten years NEFCU has tripled in size of assets to over $1 billion. The Shelburne Road flagship branch won the 2014 Diamond Award for Point of Sale and Retail Merchandising from CUNA (Credit Union National Association). NEFCU consistently earns high levels of satisfaction among its membership.


Shelburne Road Rebuild – NEFCU rebuilt their Shelburne Road branch to meet the current and future needs of their members. Located on one of the busiest intersections in the state, the stunning new façade is visible to over 31,000 vehicles daily. We took this opportunity to create memorable visuals, inside and out. The giant, lit logo has been a resounding success.

New England Federal Credit Union Shelburne Road


Benefits Brochure – Product lines are color-coded to make it easy to understand NEFCU’s extensive product line. The colors are first displayed to new members with this membership brochure, and logically follow through in advertising, direct mail, retail merchandising and on the web.

New England Federal Credit Union Membership Benefits Brochure


Displays & Signage – Signage is a critical part of the success of any business. Along with retail merchandising and displays, we create visual links to NEFCU’s brands. We also created the graphics and user interface of the electronic kiosk that teaches viewers about the Credit Union’s products and services.

New England Federal Credit Union Environmental Graphics