Branding a New Credit Union in Georgia, Center Parc

I am, once again, thrilled to have collaborated with the team at iD8 of Marietta on a brand development and launch. This time it was the new community bank Center Parc, a division of the Atlanta Postal Credit Union (APCU). The brand is the first opportunity that APCU has had to offer its products and services to the public. Until know, only union members and family had access to some of the best rates available in the state.

My role on the team was brand persona and platform development, crafting the name and the character of the new brand. Much of the persona was borrowed from the APCU and their long history of personal service. For the public, however, the concept of service needed to be deeper and more intimate. A pillared platform was developed to help the new brand engage with local leaders, businesses and individuals in a valuable way, laying the foundation for further expansion.

In addition to branding, we developed a go-to-market strategy for the credit union and repeatable, consistent behaviors that they can employ each time they open a branch. Unrelated but happening in tandem was the sponsorship of the Georgia State University stadium. With naming rights, the credit union was able to leapfrog their way into the public eye.

It was a thrill to see this come to fruition and see the team’s hard work bloom!