2 minutes
First United Credit Union's remodel focuses on brand, creating an open, relaxing atmosphere.
Editor’s Note: This is Web-only bonus coverage from Connected in the July issue of CU Management.
For $30-million/5,000-member First United Credit Union, Grandville, Mich., a fresh brand and perspective was essential in a recent and aggressive remodel. “We created a free flowing environment where the member enters through a welcoming and airy waiting area, adjacent to [member service representatives] and loan offices,” says CEO Mark Richter. “We intentionally planned for members to walk past the loan offices, our profit centers, rather than heading straight to the teller area.”
Taking its existing facility, the CU used light and space to create a relaxing environment conducive to conversation. A mixture of 8- and 10-foot ceilings provide spaciousness, while attractive “clouds” or patterned drop ceilings offer an artistic effect which keep noise levels down. While visually appealing, the space is also easy to navigate.
The teller counter was revamped to avoid the traditional straight-line look for a more inviting feel. By combining light and space, what was once a darker, somewhat drab workspace was transformed into a beautifully-designed, efficient work area members look forward to visiting.
Richter believes that the branch should be a reflection of member needs. “It gives them a chance to relax and get to know us. It’s our opportunity to build the relationship.”
To enrich the experience, members have access to guest computers, an online banking station, children’s play area and free coffee bar. “Members are extremely pleased with the transformation,” adds Richter. “Flat screen TVs, strategically placed in member waiting areas and behind the teller line, provide branding in every message.” The relatively low cost of monitors virtually replace the need for more costly print signage.
Color also plays a key role in the environment. Everything from the carpet to the flow of the office and lounge chairs blends to create an understated yet appealing effect. Even the employee name placards integrate the tone of the First United CU brand.
“Point of sale should be seamless, with every touch point focused on your brand. It should also make members receptive to doing more business with you,” concludes Richter.
With 25 years of marketing and communications experience, Stephanie Schwenn Sebring established and managed the marketing departments for three CUs. As owner of Fab Prose & Professional Writing, her new focus is on assisting CUs and industry suppliers with their communications needs.
