Internal Project Management • Agency Coordination • Stakeholder Communications
Credit Union Brand Refresh
ROLE
FOCUS
Managed the internal coordination of a comprehensive credit union brand refresh, from agency selection and organizational research through creative concept development and executive approval.
Brand Development • Organizational Research • Creative Review • Executive Approvals
A unified identity
for what's next.
The initiative brought together executive leadership, employees and an external branding agency to develop an updated identity aligned with the credit union's purpose, organizational direction and member experience.
Keep the project moving forward.
Served as the primary internal project coordinator, working closely with the external branding agency, marketing leadership and organizational stakeholders throughout the development process.
Managed project communications, research coordination, creative reviews and approval processes, helping ensure the agency received the information and feedback needed to move the project forward.
While the agency was responsible for developing the brand identity and executive leadership held final decision-making authority, I contributed to creative evaluations and provided recommendations throughout the process.
Agency Selection & Coordination
Supported the agency evaluation and selection process and coordinated ongoing communication between the agency and internal stakeholders.
Creative Concept Development
Managed the internal review process across four rounds of creative concepts, organizing feedback, coordinating discussions and helping communicate recommendations to marketing leadership.
Organizational Research
Coordinated employee and stakeholder participation in surveys, focus groups and research activities to help inform the brand strategy.
Executive Review & Approvals
Facilitated the review and approval process involving marketing leadership, executive stakeholders and the Board of Directors, helping keep decisions, feedback and next steps organized.
A clear identity.
A strong foundation.
Supported the successful development and approval of a refreshed credit union brand identity, establishing the foundation for subsequent implementation across marketing materials, digital channels and physical environments.
The approved identity guided a separate, organization-wide brand implementation initiative.
