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APGFCU Brand Expression
Two directions for an Identity refresh and branding designed for a Maryland federal credit union.
Direction 1: Community is in Your Corner
Arrows act as a design element to convey the ups and downs of life's financial journey—building wealth and conquering debt, elevating members' well-being.
The visual language conveys movement & vibrancy to match the energy of unlimited financial opportunity.
Direction 2: Unbankingly better
The "u" (you / union) serves as a holding shape for colorful curated lifestyle photography of members living with financial confidence.
The possibilities are endless because this is not your typical bank. In fact, It's unbankingly better.
Client Aberdeen Proving Ground Federal Credit Union (APGFCU)
Creative Direction Jed Jecelin
Art Direction / Design Taylor Henry
Copy Writing Matt Ryan
Agency Planit
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