InRoads CU: Moving to a new name & brand rhythm
An inspired new name and a fresh brand expression invites new growth.
As a $225 million credit union with aspirations for growth throughout the Pacific Northwest, St. Helens Community Credit Union needed a new name and a more cohesive brand expression to help move beyond their regional limitations.
Changing their name to InRoads was the first step to getting farther down the road with their younger target audience. A new logo and brand refresh helped to dramatically increase visibility and relevance in a marketplace crowded with strong local and national financial brands. Always a smart and trusted community banking option themselves, their brand refresh gives InRoads a new roadmap for growth and change.
A brand that focuses on members’ individuality and lives.
We utilized simplicity and minimalism to let the headlines and photography work together to tell a story that’s compelling and engaging. The sole graphic piece used throughout this brand is the “O” from the InRoads logo that’s used as an overlay to focus on the subject of a photo.