Angela Chavez
SF Fire Branding.png

SF Fire Credit Union Re-brand

 
 

San Francisco Fire Credit Union: Re-brand

 
new_logo.png

RE-BRAND
Inspired by the hand-drawn pinstripe lettering on the San Francisco fire trucks, and other Bay Area Institutions—the new logo helps connect the Credit Union, the firefighters, and the community they serve. In addition to the logo, we were also asked to create a new design system that can compliment the new look & feel of the logo.

The design system was drafted into an internal Brand Guideline book, which later evolved into a website redesign for their marketing site. This project was a collaborative effort between myself and my Creative Director who lead and provided oversight. We also worked closely with our Project Manager, and a third-party Strategist who provided a new ‘voice’ and messaging to the updated brand.

 
logo_research_new.png
branding_concepts1.png
branding_concepts2.png

RESEARCH
The subtle changes to the elements in and around the seal has increased visibility of the firefighter helmets, and water impeller. The combination of updated color, typography, and the simplification of the seal, the logo has been updated to have more modern look and feel.

 
moodboard.png

APPROVED MOOD BOARD
Part of our process is to create mood boards, typically 3 to present to a client to get a feel for what the client feels comfortable with changing. This is the approved mood board used as the basis of the entire design system and website.

The design system was drafted into an internal Brand Guideline book, which later evolved into a website redesign for their marketing site. This project was a collaborative effort between myself and my Creative Director who lead and provided oversight. We also worked closely with our Project Manager, and a third-party Strategist who provided a new ‘voice’ and messaging to the updated brand.

 

The Members-First Strategy

We began with a ground-up approach to understanding the culture, stakeholders, and leaders at SF Fire Credit Union. From branch employees to VPs, we conducted interviews across the service roadmap to entrench ourselves in the processes and culture that shape the credit union.

Extractable then led a series of visioning workshops to develop the goals, vision, and values of the Credit Union. In expanding upon them, we established the strategic pillars that would act as our north star throughout the project.

The SF Fire brand has a high level of affinity, and modernizing the look and feel of the credit union was a special undertaking. The creative team at Extractable took particular care to honor the storied SF Fire tradition, brand history, tone, and personality.

This refreshed brand had to shine through every touchpoint, from ATM screens to printed collateral. The brand identity, messaging, and visual design also had to infuse a sense of connection and personalization; effectively communicating that “Just as firefighters protect the physical security of the community, SF Fire Credit Union protects its financial security.”