Credit Union Identity Makeover Includes Logo, Branch
The old logo is dated
and looks very official,
like a notary’s seal.
The new, contemporary
logo draws off shapes
found in the building.
Auburn University FCU’s latest branch and new headquarters shuns traditional teller lines by opting for what they call a “dialogue delivery format,” in which members and member service representatives work closely together in a teller pod environment to complete transactions.
The teller center consolidates pneumatic tubes that serve both the drive-up lanes and the lobby’s member service stations, increasing teller efficiency while reducing the number of employees needed to meet member demand. Additionally, the teller center contains a cash recycler that greatly reduces the time required for teller end-of-day balancing.
LEVEL5, a consulting and facilities development firm specializing in financial institutions, was responsible for the project. The firm says the new layout not only benefits employees with enhanced workflow, but it minimizes wait times for members as well.
LEVEL5 provided training to credit union employees to ensure the staff was prepared for this new delivery channel.
Interior view.
Two teller pods. Each can be staffed by two employees, or four total.
Notice the subtle lettering inside the the circular soffit over the teller pods.
“Our new dialogue delivery environment provides a more intimate level of member service.”
– Henry Armstrong,
CEO/Auburn U FCU
“Our new dialogue delivery environment provides a more intimate level of member service,” said Henry Armstrong, CEO/Auburn University FCU.
“Branding throughout the facility, as well as in our print and online collateral, reinforces the identity of our credit union,” he continued.
AUFCU’s new headquarters also has safe deposit boxes housed in a biometrically controlled vault, which eliminates the need for staff to access the vault.
The branch includes four drive-up teller lanes and a drive-up ATM.
In addition to providing support in the headquarter’s retail merchandising, LEVEL5 and their branding partner, SkyDesign, worked with the credit union’s executives to design and develop a complete branding package, including a new website design, print collateral, branding standards and more.
Auburn University FCU has $105 million in assets and almost 15,000 members.
The grand opening of the branch, located one-quarter mile from Auburn University’s campus, led to the busiest day in the credit union’s 48-year history.
This article © 2012 by The Financial Brand and may not be reproduced.
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[...] Brand wrote about two other LEVEL5 projects last year — one story about Auburn FCU’s brand and branch revamp, and another about a modern branch design for Delta Community Credit [...]