Northern Community Bank
Shaping the meaning of community banking.
We worked with Northern Community Bank (formally PCCU) to create a fresh new identity that builds awareness and strengthens its role at the heart of local communities.
The journey began with PCCU, a trusted credit union seeking to evolve. While it had a strong reputation and a loyal membership base, its brand no longer reflected the scale of its services or the modern expectations of its audience.
The brief was to develop a new name and identity that could communicate its mission more clearly, feel accessible to everyone, and provide a flexible platform for future growth.
Immersing & discovery
Workshops and conversations with the leadership team highlighted ambitions, challenges, and stories of real community impact. Sector research and competitor benchmarking helped us identify barriers to engagement and opportunities to create a brand that felt distinctive, approachable, and relevant.
Naming
Utilising our in-depth process, a new name was central to the shift. Following a structured process, we explored and refined hundreds of options before arriving at Northern Community Bank. The name is strategic, built to last and aligned with purpose; creative, memorable and rooted in community values; and practical, easy to understand, use, and protect.
Brand DNA & purpose
To support the new name, we defined the brand’s DNA, including values, voice, and purpose. Northern Community Bank is about making banking simple and inclusive, prioritising people and community over profit. The brand equips members with the knowledge and tools to build stronger financial futures, with this purpose guiding every touchpoint.
Visual identity
We brought the strategy to life with a modern, approachable identity. Clean design, a vibrant colour palette, and clear typography give the brand a professional yet human feel. The flexible system works across digital and physical platforms, ensuring consistency and clarity as the organisation continues to grow.
