Although Palm Beach County Credit Union was a successful credit union, they lacked a definitive brand identity that applied to their expanded membership in Palm Beach, Martin, and St. Lucie counties. Our solution was to create an identity that felt fresh but still honored their roots. We researched their history of serving city and county workers-- the guardians of their community, and discovered that PBCCU was perceived as "wise” by its member base. To capture this element, we turned to the owl, a traditional symbol of wisdom, as graphic inspiration. We combined their history and brand equity into a new name, logo, and brand promise: Guardians Credit Union, On Duty for You.