Before we ever started designing, we needed to figure out Call Federal’s unique internal culture, and develop ways to communicate that culture and its strengths. The first step in this process was to gather input from employees via a CUCheck online focus group. (CUCheck is a process we developed for quickly gathering input from credit union staff members and stakeholders using a unique online focus group.)

With Call Federal, one truth that became evident through the focus group was that the employees and management didn’t just like their jobs -- they truly loved helping their members. Their proudest moments were times when they made a real difference in a member’s life, often by bending (or breaking) the rules or through creative problem-solving. Rule-breakers were celebrated as heroes who were doing the right things for members.

In addition, one of the most common and basic ways Call Federal cared for members was to simply make sure members understood and were comfortable with every aspect of their transactions and accounts. In other words, they took pride in being patient and thorough member educators.

Another truth is that working at Call Federal is fun. Yes, fun. Just being a member is fun. The joy they feel in taking care of their members spills over into a positive, bright, fun, and genuinely warm and personal environment.

These insights resulted in the following branding and identity materials and a campaign to keep members informed, all in bright colors and featuring a fun, funky “iDude” character. The informational materials were built around words describing the phases of reaching life goals, and the things Call Federal can help members do: “Dream”, “Build”, “Succeed”. The colors, layouts, and copy all convey the same sense of warmth, caring, fun, and truth.

The feedback on the new materials has been overwhelmingly positive, and the client reports the new look is both appreciated by current members and effective with new members. It also helped unify and inspire employees.