Camino FCU: Case Study


Camino Federal Credit Union (Camino FCU) is a member-owned financial institution serving the San Gabriel Valley, primarily Montebello, East Los Angeles, Whittier, and Pico Rivera. Since 1941, Camino FCU has been dedicated to providing personalized and reliable financial services to its members. Known for its flexibility, local decision-making, and deep knowledge of the community, Camino FCU aims to offer services as convenient and advanced as those of large mainstream banks. 

The Challenge

In 2021, Camino FCU faced an outdated brand image that failed to resonate with its evolving membership base, particularly younger demographics such as Millennials and Generation X. The credit union needed a rebrand to better communicate its mission, goals, and innovative service offerings. The objective was to infuse new energy and excitement among members and staff, increase the loan-to-share ratio, and strengthen the community presence without expanding geographically.  

The Solution

To address the challenges faced by Camino FCU, we implemented a comprehensive rebranding strategy focused on modernizing the brand identity, enhancing member engagement, and effectively communicating the credit union’s mission and values. Our approach included thorough research, strategic planning, and targeted execution to ensure a successful rebrand that resonates with the target audience and revitalizes the organization’s presence in the community.  

The Process

Research & Discovery:
  • Conducted a comprehensive brand audit to assess current brand perception and identify areas for improvement.
  • Developed detailed consumer personas to understand the needs and preferences of the target audience.
  • Created a robust message strategy to ensure consistent and effective communication across all channels.

Tactical Execution:
  • Messaging: Created a robust message strategy to ensure consistent and effective communication across all channels.
  • Logo Design: Redesigned the Camino FCU logo to create a modern and vibrant visual identity that appeals to both existing members and younger, tech-savvy potential members.
  • Brand Guidelines: Developed comprehensive brand guidelines to maintain consistency in all communications and marketing materials.
  • Mood Boards: Created mood boards to visually communicate the new brand’s look and feel, ensuring alignment with the desired brand perception.
  • Marketing Collateral: Designed new marketing collateral, including brochures and in-branch posters, to provide a consistent and engaging brand experience.
  • Brand Launch Video: Produced a brand launch video to introduce the new brand to members and the community, highlighting the updated visual identity and messaging.
  • Credit Card Design: Designed new credit cards that align with the updated brand identity, reinforcing the refreshed brand with every transaction.
  • Branded Promotional Box: Created branded promotional boxes to engage members and promote the rebrand, enhancing member connection and brand loyalty.
  • Interactive ATM Video: Developed an interactive ATM video to enhance the member experience and reinforce the new brand at touchpoints.

The Result

As highlighted in their 2022 Annual Report, the rebranding brought new energy to Camino FCU, quickly reaching the younger membership and community. The updated brand helped better communicate the credit union’s goals and mission, resulting in increased excitement and engagement from both staff and members. The rebrand allowed Camino FCU to present itself as a convenient and innovative financial partner while maintaining its local and personalized service approach.

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