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Where your branch is situated has design—and brand—implications.
Creating a well-branded branch experience is essential to increasing branch productivity, share of wallet, and member growth. As we strive to engineer a consistent experience for members across all delivery channels, we can control the look, feel, and voice of a location. However, a factor that is less easy to control is location. Specific sites and regions present design issues that must be integrated into the planning so they are a net positive to the member experience.
We design branches and headquarters for credit unions in such far-flung places as Florida, Alaska, New Jersey, and Guam. This experience has exposed us to a variety of localized issues that, in the end, we were able to turn into positive motivators for good design and enrich the member experience. Here are some of the things we’ve learned.
Mall Design Guidelines
A new branch may be located in a mall that has tight “covenants and restrictions” that dictate such design characteristics as heights, required position on the property so as not to block a big box store at the back, and design guidelines to match the rest of the mall.
In the worst case, you must follow the guidelines to the letter, but sometimes negotiations can get you the go-ahead to bring your brand forward while still satisfying the intent of the mall guidelines. For example, you might be able to open the entry by using floor-to-ceiling glass to let the community in and let the brand come through to passers-by. Or perhaps you can position a video monitor inside your mall branch so it can be seen from outside, attract attention and promote the brand.
In addition, the site may be away from the main traffic corridor, making visibility an issue. Look at creating a tower element that can essentially be a “hand up,” drawing the neighborhood’s attention to your location.
Natural World Site Implications
Some sites come with the requirement of conditioning rain water run-off. You often will have the choice of either burying retention and filtration systems under the parking lot or providing a “swale” (grass-lined ditch) that can become a feature around your property.
When in comes to positioning your branch, being close to foot and car traffic can be paramount. However, sun and wind direction shouldn’t be ignored, either. Direct sun may cause staff to close the blinds and leave them closed all day. Building overhangs, window size, positioning, and possibly an automated shade system (these allow the programming and then automatic opening/closing of blinds) should be considered. Each of these can become an appealing design feature rather than just a required element.
Wind direction can be a big factor at some locations, making it difficult to open and close the entry doors. This in turn could annoy members and make it difficult to efficiently heat and cool the building. Close study of the prevailing winds will help you place the doors on the correct side of the building.
Local Considerations
Does it snow where your new branch is located? In Palmer, Alaska, the direction access roads faced needed to be planned to keep snow from blowing into large piles and blocking traffic. (We found that curves in the road also helped with this.) Another important design consideration is where snow will drop from the roof. If snow drop zones are over an entry, they can endanger members. If they are at the back or sides of your location, snow can slide onto cars or into a pile in parking areas. Additionally, curb cuts and sloped areas with drainage should be planned in the parking lot area. Snow should be piled in these planned areas rather than in parking spaces.
The big issue for a large credit union headquarters in Guam was the need for the building (on top of a hill) to withstand 250-mile-an-hour winds. The solution was to set the building back from the hill and design an exterior that would baffle the wind as it hit the building. This became a strong design element, which enhanced the building.
In parts of Alaska and Canada, we need to consider the real threat of moose attacks. This may sound silly, but more people are killed each year by moose than by bears. The primary issue is visibility. If the moose and a member can see each other, neither gets surprised. This same visibility is important at the staff entry in the back. Bears can also be an issue, but they are primarily after food and positioning the trash away from the building in a locked container can keep them away.
Traversing the continent we found another safety issue—alligators. For branch locations in Florida near swamps, a fence can keep the parking area relatively safe while adding an attractive feature.
While many branch locations can be downsized and relocated to lease space for better performance and flexibility, surrounding environmental factors will remain a challenge and opportunity to enhance the brand image and experience for members and their communities.
Paul Seibert, CMC, is VP/financial design at CUES Supplier member EHS Design, Seattle.
