Gulf & Fraser
As a member-owned credit union, Gulf & Fraser (previously G&F Financial Group) its foundation is deeply rooted in community.
Client | Gulf & Fraser Credit Union
G&F Financial Group came to MIU with the goal of rebranding the credit union to better reflect its friendliness, accessibility and leadership position within the industry. At its heart, Gulf & Fraser is an organization that thrives on togetherness and partnership – key concepts informing the brand strategy, new name, voice and visual identity.
Strategy
The rebrand focused on finding the sweet spot that retained enough of the existing brand equity while also making an intentional shift forward. Of importance was to design a brand that aligned to Gulf & Fraser’s goal of innovation and future growth. Namewise, we went back to our roots as Gulf & Fraser – immediately shifting the tone of the brand to be less corporate and paving the way for a more approachable brand.
Services
- Naming/Tagline
- Visual Identity
- Tone of Voice
- Corporate Templates
- Print Design
- In-branch Design
- Exterior Branch Design
- Copywriting
- Radio Campaign
VISUAL IDENTITY AND BRANDING
Rationale
Togetherness, collaboration and community is the hallmark of the Gulf & Fraser brand. Fittingly, therefore, was the design of a logo that functioned as both a monogram and a symbol. The ampersand – comprised of a ‘G’ and an ‘F’ is a visual representation that togetherness and collaboration is a hallmark of G&F. The bright orange served to bridge the gap from old brand to new, and the addition of the warm plum anchored the visual identity in relatability and sophistication. Typography, photography style and illustration all work together to reinforce the credit union’s brand personality of being grounded, positive and empowering.
SIGNAGE AND ENVIRONMENTAL DESIGN
STATIONERY
