Arkansas Federal Overhauls Image, ID Program

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Arkansas Federal Credit Union has launched a comprehensive rebranding effort that includes a retail merchandising initiative, an updated visual identity program, and expanded service delivery channels.

"We're constantly seeking ways to better connect with our members and enhance their service experience inside the branch," said Rodney Showmar, VP-marketing. "The new retail and technology tools support our service mission by creating an in-store environment that's more informative, responsive, and engaging."

KDA Holdings, Inc., Atlanta, is responsible for programming the facility's retail delivery system, while ADRENALINE, Inc., an advertising agency also based in Atlanta, led the branding effort and produced all design work for a multi-format in-store graphics system.

One of the products of the 12-month project is the Arkansas Federal Credit Union Style Guide, which details the requirements of the AFCU logo, includes the official fonts, describes the graphic elements for promotional materials, includes the Members Choice logo mark, examples of the official letterhead, business card and envelope, and includes affiliation logo marks for National Credit Union Administration (NCUA), Excess Share Insurance (ESI), Equal Housing Lender (EHL), and Credit Union Service Centers (CUSC). A CD-ROM containing all the aforementioned material is included with each Style Guide.

The $337-million Arkansas Federal has 58,000 members and seven proprietary branches.

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