Arsenal Credit Union

How does a regional credit union punch above its marketing weight? Great branding.


FINAO recently partnered with Arsenal Credit Union to help them do just that.

The Challenge

Arsenal Credit Union approached FINAO in the spring of 2022, to help their brand work smarter in a competitive space that is increasingly tech-driven and mobile-first. The Arsenal Credit Union branding needed to attract a younger demographic and build awareness around member benefits to expand its footprint and achieve future growth goals.

A New Visual Identity

Our Alignment brand workshop was the jumping-off point to reimagine the Arsenal Credit Union visual identity and brand messaging. New market insights and visibility into member banking preferences influenced every aspect of the new ACU visual identity.

Workshop Interviews

Our team conducted interviews with Arsenal members, employees, and key stakeholders, producing a video that spotlights their new brand pillars with a focus on members, banking accessibility, and technology.

Video and Photo Shoot

FINAO directed the video and photo shoot, establishing a relatable humanness and connection to their visual brand. Arsenal Credit Union’s members and employees are also featured prominently across the website, in print collateral and campaigns.

Module System

Using a wireframe module system, we created a library of components to be utilized in building page layouts. The customizability and reusability of this approach allowed us to maximize scale and extend the Arsenal Credit Union website beyond the initial launch.

Website Design

With a new logo and distinct brand guidelines in place, FINAO moved ahead designing and producing the new Arsenal Credit Union website. Pivoting away from the muted legacy palette of the old site, FINAO crafted a more diverse and uplifting color palette. Customer quotes, unique illustrated design elements, and custom iconography complete the modernized brand.


FINAO tirelessly tested to ensure that the Arsenal Credit Union branding and website design scaled flawlessly to provide members with a responsive, efficient mobile experience.

Living the Brand

With mountains of customer insights and new data in hand, Arsenal Credit Union better leverages modern banking tools, improves convenience, and elevates the member experience. Ultimately winning in a hyper-competitive business landscape.

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