OnPath FCU
Branding & Website Redesign
Updating Branding
The Credit Union had an established customer base, but their brand had become outdated and struggled to differentiate itself in a competitive financial sector.
Their marketing materials, website, and social media presence lacked cohesion, and brand awareness was low, particularly among younger generations.
Challenge
The Credit Union's image was perceived as traditional and uninspiring. They wanted to refresh their brand identity to be more modern, appealing to a broader demographic (especially younger, tech-savvy consumers), and to create consistent, engaging marketing materials that would stand out both offline and online.
Results
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Increased User Engagement on Social Media
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Improved Market Differentiation
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Increased Cohesion in marketing/promotional materials
Role
UX Designer
Creative Director
Timeline
6 mnths
Tools
Figma,
Illustrator
Industry
Financial Services
Website Redesign
Although the Credit Union had established a solid member base, its website was outdated, difficult to navigate, and not optimized for mobile devices. The website did not adequately reflect the newly revamped branding, and the user experience was clunky, resulting in low engagement and high bounce rates.
Challenges
OnPath needed a website that aligned with its modernized brand identity, was mobile-friendly, and provided an intuitive user experience to drive higher engagement and conversions. Additionally, the website needed to support the Credit Union’s digital banking services, ensuring ease of use for both new and existing members.
Results
Due to a merger between OnPath FCU and another local Credit Union, implementation for the site was halted.
Process
Audit & Research
Use this space to promote the business, its products or its services.
UX Strategy & IA Restructuring
Use this space to promote the business, its products or its services.
Design
Use this space to promote the business, its products or its services.
Implementation
Use this space to promote the business, its products or its services.
Process
Research
I looked at other financial institutes across the country to see what they were doing.
Mood Boarding
I collected my favorite examples to use for us and put them together in a moodboard.
Ideation
I started making drafts that could work to update our branding.
Design
the final design was meant to be vibrant and exciting. People popping out of the image to represent how our customers don't fit into a mold.