✦ This feature uses Artificial Intelligence to generate its response. AI can make mistakes.
Overview
Texans Credit Union was created in 1953 as the credit union for employees of Texas Instruments. Over the years, Texans expanded its reach to include more members of the community, staying true to its “For Texans, by Texans” ethos. As the credit union grew, the Texans team recognized the need to reimagine the brand for a new era and future generations of members.
Project Goals
The Ask
Evolve the Texans brand by building on its existing equity while modernizing its identity for the future. Refresh the logo, messaging, and visual system to preserve the pride and authenticity members value, while creating renewed energy and relevance that resonates with younger generations.
The Answer
Partner with Texans to conduct an in-depth brand discovery, uncovering the values, motivations, and emotional drivers that matter most to members and employees alike. Use those insights to craft a modern brand story that celebrates the pride of living in Texas while reinforcing the unique value of banking with a local credit union.
Every element of the brand was transformed. A new logo. A new brand voice and messaging platform. Cohesive, holistic visual brand standards. All in the service of putting a best face forward to the credit union's communities, including current and future members.
The messaging of the brand embodies Texans itself: plain-spoken, honest, fair, and helpful. Nothing shallow or showy, just an earnest, friendly promise to do their level best on behalf of every member.
The design team went far beyond “crossing their Ts.” From explorations of fonts, type weights, angles, and color combinations, a new, iconic expression of the Texans identity emerged. Once the credit union approved the new logo, we worked to ensure the new brand standards would hold up across a range of media.
Next, we applied these newly minted brand standards to the Texans website, giving it a modern but warm feel, an assurance that the latest technology is always supported by friendly, helpful Texans.
And to ensure everyone at Texans was onboard, we created a video introduction to the brand for employees. It kept them included in the process and got them excited to be part of the new, modern identity for the place they’re so proud of.
Results
Strong brands don't succeed by standing still. While the Texans brand had earned plenty of equity, it was time for a more contemporary, polished version of it to set Texans apart from the competition. They had the confidence to build on what members already loved while boldly reimagining how the brand showed up for generations to come.
(or stay in touch)
