Your Credit Union Branding

The Octavia Foundation had the idea for a Kensington & Chelsea borough credit union a long time ago.

Having passed the lengthy application and formation process set by the FSA, their next step was to put a name and a face to this conscientious yet ambitious not-for-profit organisation.

Among a raft of other agencies, Avenue were picked as Your Credit Union’s preferred design supplier. Chosen for our care and vested interest in the strength of the borough (as we’re based on K&C’s Portobello Road), we were thrilled to be tasked with the Union’s entire branding initiative. From the corporate identity, through posters, leaflets, business stationery, reports and advertising, Avenue were challenged to create a brand in that tricky archetypal manor; “appeal to young and old, black and white, rich and poor”. YCU must appeal to (financially secure) investors and (community-wide) customers alike.

Scroll through the images (right) to see the YCU brand take shape.

Our design work for YCU has gained press in Design Week, and the Union’s mission as a whole has begun to receive both local and national coverage:

›› Design Week
›› The Telegraph
›› The Guardian
›› Financial Times
›› Daily Mail
›› Kensington & Chelsea Chronicle

Your Credit Union logo design.Your Credit Union logo design.
01 / 08
Your Credit Union logo design.
Your Credit Union master poster design.Your Credit Union master poster design.
02 / 08
Your Credit Union master poster design.
The Logo

Task one was to agree on a logotype for the new Credit Union. With no definitive name, Avenue were asked to explore a number of stylistic options combined with various names in order to get the ball rolling. The suggestions to the left were the subject of discussion at council focus groups and staff meetings. Following a bit of back and forth and a few rounds of tinkering, the decision was made. The name; Your Credit Union (Kensington and Chelsea), and the design shown to the left (01).

The chosen identity incorporates symbolic initials that use a ‘U’ within a C-shaped speech bubble to convey the community spirit at the heart of YCU. There’s an emphasis on ‘Your’ which reinforces the Union’s roots in the community; an organisation run locally for local people. However, with expansion in mind in the years to come, the logo’s colour scheme is easily changeable in conjunction with the ‘Kensington and Chelsea’ that sits at the bottom of the stack.
Three secondary poster templates.Three secondary poster templates.
03 / 08
Three secondary poster templates.
Brand Guidelines and Templates

Upon approval of the logo, Avenue produced a set of templates/ guidelines for the YCU which bring the new brand to life. A set four posters comprising four different layouts, along with business stationery set the tone for the marketing materials that followed.

Carefully selected brand typefaces and a YCU colour palette are complemented by vibrant, people-focused imagery. Abstract characteristics lifted from the logo’s ‘CU’ symbol help to differentiate the brand and provide individuality.

The newly developed framework was submitted, discussed and tweaked working closely with the client. Once finalised, we were able to use the flexible new brand style to create leaflet designs, report templates and advertisements with relative ease.
Example of a half-page horizontal advertisment.Example of a half-page horizontal advertisment.
04 / 08
Example of a half-page horizontal advertisment.
Your Credit Union business stationery design.Your Credit Union business stationery design.
05 / 08
Your Credit Union business stationery design.
In their words:

"Avenue undertook a pro-bono branding exercise for the new Credit Union in Kensington and Chelsea, Your Credit Union as part of their corporate social responsibility work. This extensive piece of work involved building our brand from scratch; helping develop our name, supporting us through the process of formulating and selecting the logo and the subsequent creation of a range of marketing templates covering everything from stationary to leaflet/posters that can all be internally amended.  

Paul and Andrew have been extremely accommodating and flexible, satisfying the diverse viewpoints of a range of different stakeholders. The results are fantastic and have been extremely well received by everyone who has seen them. It is testament to the quality of their work and the positive way in which they operate that a number of our supporters have already used them for other pieces of design work. 

They have brought a wealth of knowledge, experience and creative expertise that we would never have been able to obtain without their generous donation of their time and resources and we can not thank them enough."

Gareth Evans
Development Manager
K&C Credit Union (Steering Group)
DL leaflet design.DL leaflet design.
06 / 08
DL leaflet design.
Your Credit Union A4 report template.Your Credit Union A4 report template.
07 / 08
Your Credit Union A4 report template.
Initial logo designs and naming.Initial logo designs and naming.
08 / 08
Initial logo designs and naming.