Some rebrands are about changing direction. Others, like the one we just helped lead for Louisiana USA, are about leaning into a legacy and setting the stage for what’s next.
Now officially known as Formation Credit Union, the Baton Rouge-based financial institution is embracing a new identity that reflects growth, purpose and forward momentum while maintaining the personal service that brought it to this point.
We were proud to partner with the Formation team to bring this transformation to life. The strategy behind the rebrand included new brand visuals, messaging and video production. Together, we helped reshape the brand for future generations of members while staying grounded in the trust and familiarity that the existing membership relies on.
Why the Change?
Rebranding a long-standing credit union comes with one big responsibility: don’t scare the people who already love you. We knew that any shift had to be clear, confident and member-first. That’s why we worked closely with Formation’s team to craft reassuring messaging that explained the “why” and what it means for the community.
The name Formation represents the credit union’s mission to help members shape strong financial futures. It’s a nod to progress, intention and the solid foundation on which the credit union was built.
We also made it a point to clarify what’s changing (the look, the name) and what’s not—the friendly faces, the commitment to service and the focus on financial well-being.
Building on a Strong Foundation
We also got to roll up our sleeves and celebrate the next phase in person. Our team was on-site for the Formation groundbreaking ceremony, capturing the energy, excitement and momentum as they revealed plans for a newly enhanced campus, including an automated drive-through teller tower that’s designed for both convenience and service.
This moment was more than symbolic – it marked the start of a physical and digital transformation that aligns with the brand’s refreshed purpose.
A Brand Ready for the Future
From the modern new logo to the updated brand colors, every detail was designed to reflect the vibrancy and evolution of a credit union that’s still rooted in people-first values. We’re honored to have played a part in helping Formation tell its story — past, present and future.
Here’s to growth, to reimagining what’s possible — and to building something that lasts.
