Nusenda Identity Refresh
As Designer at Arrow, I led a design refresh of Nusenda Credit Union’s visual identity, and I later designed subsequent ad campaigns. A long-standing brand in New Mexico, Nusenda was in need of more dynamic visuals, a color palette with improved accessibility, and standardized methods to apply them. I gave them new, improved ways to visually express themselves, their products and services, and the work they do in their communities. I also delivered clear and detailed brand guidelines that outline how to produce new collateral across print and digital media.
ClientNusenda Credit Union
My ContributionVisual Identity Design
Detailed Brand Guidelines
Digital Ad Design
Print & OOH Ad Design
PoP Display Design
Copywriting
Ad Script Writing & Storyboarding
Motion Design
Video Art Direction
Activating an Asset
Working off of the existing wave-shaped mark in Nusenda’s logo, I created layered wave form assets to use in photo and video treatments. The colorful, undulating lines of differing widths add movement and interest to collateral, and illustrate the credit union’s involvement in the community.
Made for Motion
The animated wave form makes videos more dynamic, showing how Nusenda products and services reach members in their everyday lives.
Brand Guidelines
Guidelines give detailed instructions on how to use the new wave form assets consistently. They also include messaging, logo usage, visual identity (including an updated color palette with improved accessibility), and rules for digital properties and video production.
Paid Print
Paid print included OOH billboard advertising as well as print ads placed in regional periodicals.
Broadcast Ads
I wrote 30- and 15-second scripts for TV and radio spots, and storyboarded and art directed the video ads. The animated wave form adds a dynamic element to video, showing how Nusenda products and services reach members in their everyday lives.
Paid Digital
I wrote copy for and designed digital ad campaigns, including digital display and paid social media.
Print & Digital PoP
Indoor and outdoor displays promoting various products and services at Nusenda Credit Union branches.
