Alec Credit Union, a local company in Memphis, TN, was in the midst of transition phase. Formerly, the company only
provided services to clients from Abbot Laboratories. To expand its market presence, the bank decided to open its
banking services to anyone in the local community and needed to branding materials to express this new change.
We examined Alec’s current brand image and determined how we could energize it to improve the company’s image in the community. Our designer also look for ways to tie in elements of the Memphis community to appeal to a variety of potential clients.
Since this company is based in Memphis, we wanted to include the city’s musical roots. Guitar picks were used in the logo with the colors to symbolize the different branches of the company. The tagline “Smart Move” suggests the movement towards the Credit Union.