In 2023, Bay and FLAG Credit Union joined forces to build a stronger path forward together as Hello Credit Union. Proudly based in the beautiful sunshine state, Hello Credit Union was formed out of a love for hospitality. The brand’s new identity reflects a purpose to happily welcome and serve their members, keeping them smiling along the way.
(Marketing Partner On Demand)
Branding / Renaming
Social Media Management
When Bay and FLAG Credit Union merged, it became clear that they needed a new identity that would capture each organization's unique history and represent BOTH memberships in an authentic and unified way.
The new name, "Hello Credit Union" pays homage to what the entities had in common--they are both based in the beautiful sunshine state where hospitality is the name of the game, and their purpose is to happily welcome and serve their members, keeping them smiling along the way. The logo tells this story by juxtaposing a strong, bold typeface with a friendly and iconic smile emoticon. The sleek sans-serif typeface utilizes strong lines and sharp corners to convey strength and security while the smile reflects warmth and approachability. This symbol speaks to the credit union’s genuinely helpful nature as a force for good in the community, as well as its long history of putting members first.