Project Brief
BluCurrent
With a legacy spanning nearly a century, BluCurrent Credit Union has been a financial pillar of the SW Missouri community, renowned for its friendly faces and unmatched service to its members.
Through our strategic partnership, we helped BluCurrent craft a distinctive new identity, positioning them to stand out in a saturated local market with the aim of inspiring their next generation of members.
Services
Brand Strategy
Branding & Design
Visual Identity
Brand Activation
Brand Strategy
Every great brand has a story to tell, and BluCurrent's began in 1929. Moving away from the typical visual clichés of financial institutions, we crafted a bespoke identity system that blends the company’s rich history with a commitment to prioritizing people over profits. This approach sets BluCurrent apart in a crowded local market filled with impersonal institutions, enhancing real connections with their members.
Original Branding
Visual Identity
BluCurrent's redesigned logo represents a fusion of heritage and progress. The left segment, reminiscent of an open envelope, nods to the company's origins serving the local postal service. In contrast, the right segment boldly symbolizes their commitment to moving the lives and businesses of their members forward.
The symbol is complemented by a clear, custom word mark, optimized for better legibility on signage. The entire identity system is unified through an updated, versatile brand palette, featuring mature colors ideal for dynamic marketing applications.
Animated Branding
Brand Activation
In addition to developing BluCurrent's distinctive visual identity, our partnership focused on bringing their refreshed brand to life in everyday touch points like debit/credit cards, machinery wraps, signage, stationery, and more.
Embracing the philosophy of simplifying complexity, our designs adopt a straightforward aesthetic emphasizing transparency, with BluCurrent’s logo mark adding vibrant energy as a background pattern, or abstract element in marketing collateral.
Closing Thoughts
Our collaboration with BluCurrent has equipped their team with a dynamic identity system that powerfully communicates their value proposition and narrative in a competitive local market.
This approach improves their new brand by addressing issues with the previous logo, adding sophistication, and enhancing readability across signage and marketing materials.
