Fintechs are sleek. Megabanks seem to be everywhere. And being "local" alone no longer closes a deal.
In a financial services world where geography is optional and digital expectations are sky-high, community banks and credit unions face an existential question: How can we matter more to the people we serve?
The answer is brand.
Not as a marketing afterthought, but as a strategic engine that defines relevance, builds trust and turns transactions into relationships.
In some ways, brand is the only asset most institutions fully own, and it’s also one that can’t be commoditized. It shapes how people feel about your institution before they ever walk through a door or download your app. It’s the reason someone chooses you over a fintech with a better interface or a megabank with deeper pockets and more locations. Brand determines how often you come up in conversations among community members.
In a crowded, digital-first financial ecosystem, brand isn’t the icing, it’s the infrastructure.
Brand is more than aesthetics and visuals. It’s about how people feel about your institution, and how those feelings turn into action. Done right, brand gives community financial institutions the ability to:
Here are five ways community banks and credit unions are using brand as a lever for growth, and winning.
Don’t just say "We’re local." Prove why it matters.
Today’s customers may live in your market, but they also live online. Instead of relying on geography, define your value through purpose, focus or community impact.
Case in point: Teachers Federal Credit Union
Originally centered around educators, TFCU has embraced a purpose-driven brand to expand its reach without losing its mission. By highlighting empowerment through education and designing specialized financial products, the organization has retained credibility while growing membership.
Trust, empathy, mission — these are emotional ideas. Treat them that way.
Instead of messaging that lists features or rates, lead with human benefit and purpose. Why do you exist? Who are you for? Why should someone care?
Case in point: Redwood Credit Union
When wildfires devastated communities in northern California, it became a symbol of recovery. Redwood CU’s campaigns told emotional, member-led stories and reinforced its longstanding role as a community pillar.
A visual refresh can signal relevance without abandoning heritage.
Many institutions haven’t touched their identity in years. But a dated look sends the wrong message, especially to digital natives. The key is evolution, not reinvention.
Case in point: First Horizon Bank
Following its merger with Iberiabank, First Horizon undertook a brand refresh to unify the two institutions. The new visual identity blended clean, modern design with regional warmth, preserving familiarity while signaling a future-ready mindset.
Surprise and delight aren’t just for big brands.
Map key interactions, online and off, and find places to infuse them with your brand values. From onboarding to app user experience to how your staff answers the phone, brand can show up in meaningful, unexpected ways.
Case in point: Vibrant Credit Union
Vibrant redesigned branches and customer onboarding with hospitality in mind — drawing inspiration from Apple Stores and boutique hotels. Even its ATM screens feature playful, brand-consistent messages that stand out in an otherwise mundane category.
Integrated marketing isn’t just multichannel, it’s multidimensional.
Today’s campaigns must speak to both hearts and minds, combining digital fluency with your authentic voice. Use brand as your north star for every touchpoint, from social media to branch signage.
Case in point: Hope Credit Union
HOPE serves historically underserved communities across the Deep South, combining community-driven storytelling with powerful, mission-based messaging. Its campaigns bridge local activism and financial education, all under a clear, authentic brand mission.
The middle ground is disappearing. But that doesn’t mean there’s no room to grow. Brand-savvy community banks and credit unions have a once-in-a-generation opportunity to punch above their weight, not by acting bigger, but by acting bolder.
At the end of the 2024–25 season, the Professional Women’s Hockey League (PWHL) announced the addition of its Seattle franchise. While this expansion team is still unnamed, creative agency VSA Partners couldn’t wait to welcome the team to the league.
Meet the Seattle Mutiny—a potential new name and brand identity for the team, created by VSA Partners.
“This was a passion project for sure,” said Associate Creative Director of Design Heather Stickney, who brought the opportunity to her team at VSA Partners. “I’ve been a Seattle Kraken fan since I moved to the area a few years ago, and I was really excited to hear we were getting a professional women’s hockey team. It felt like a way I could give back to my community and further advance women’s sports.”
Heather was quickly joined by Janelle Blasdel, Creative Director of Writing, to tackle naming and branding the team, along with Cody Fenske, Associate Creative Director of Design, for design support. The team treated the project as if it came from a client brief, exploring a broad range of names and territories.
“We knew we needed a clever, eye-catching design system that nods to Seattle’s iconic culture,” said Cody.
They finally settled on the one that felt right: Seattle Mutiny.
“There were a few favorites for us: Fog, Seismic, Emeralds,” Janelle said. “But Mutiny was our favorite. It’s fierce, exciting and a great seaworthy complement to ‘Kraken.’ Plus, fans could then call themselves the Mutineers, which really sealed the deal for us.”
The new identity uses the team’s existing cream and emerald green colors but progresses the brand with a new logo centered on the Space Needle and a vibrant orange accent.
“It’s a big moment for Seattle and for women’s sports,” said Chief Creative Officer Curt Schreiber. “Whatever the team decides, I’m really proud we raised our hands and put something out there.”
This project is part of an ongoing program by VSA Partners calls “Design for Better”—an ambitious journey to redesign logos, websites, apps, packaging and more. Part creative sketchpad and part contribution to businesses, brands and society, these uncommissioned solutions are generated simply for the love of the game. You can see the collection to date at design4better.co.
This year, VSAers are embarking on an ambitious journey to redesign logos, websites, apps, packaging and more. It’s our contribution to businesses, brands and society by exploring potential solutions to the many types of expressions and experiences in the world we think have the potential of being better. We have not been commissioned for these solutions, but rather it’s our passion for great creativity that motivates us.
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In some instances, we’ll be considering what exists today. At other times, we’ll consider the opportunity for something yet to be solved, but we see it as critical for the future.
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Visit design4better.co to see the ever-evolving sketchpad for ambitious concepts that push design and organizations forward. From bold ideas to new interactions, we create with curiosity and purpose.
