USE Credit Union

Lightstream

As part of a larger brand evolution, USE Credit Union met its objective of creating new brand guidelines that will help maintain consistent messaging across the organization. These guidelines give USE Credit Union the tools to make its value proposition clear in the present, no matter the situation or platform, and they are also designed to grow with the brand in the future.

USE Credit Union’s brand guidelines have an enormous impact on how members, prospective members, and the public think of and interact with the credit union. These guidelines determine the look, tone, and feel of the brand. The guidelines highlight important rules and help protect the brand and ensure consistency across campaigns. That consistency is essential to expressing the message clearly and projecting competence, expertise, and trustworthiness.

USE Credit Union reached $1 billion in assets toward the end of 2019 and provides a broad array of financial products and services to more than 60,000 members throughout California. Any California state employee or California university employee is eligible for USE Credit Union membership, along with others who live, work, or worship in the five counties in which USECU holds community charters and operates eight branches: San Diego County, Sacramento County, Yolo County, Alameda County, and Santa Clara County.

The USE Credit Union brand is designed to appeal to people regardless of their age, race, gender, socioeconomic status, or other factors, mirroring USE Credit Union’s commitment to helping everyone achieve their dreams. The brand guidelines make clear the importance of including a diverse array of people in imagery and of using a voice and a tone that is helpful, informative, and above all else, centered on the people served.