Guardians Credit Union

Although Palm Beach County Credit Union was successful, 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 a fresh identity that 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 inspiration. We combined their history and brand equity into a new name, logo, and brand promise: Guardians Credit Union, On Duty for You.