Norlarco Credit Union
Fort Collins, CO
$280 million assets
Situation and project description:
CEO, Chuck Mabry, knew Norlarco Credit Union was considered a solid financial institution, but needed a new image and brand concept to differentiate them from the increasing competition. Otherwise, they risked losing market share. Additionally, Norlarco wanted to expand into new markets with an image that would "wow" the community and competition.
Description of work:
EHS Design + Weber Marketing Group studied the members' characteristics and preferences, analyzed the market conditions and competitors, and recognized an opportunity. The Fort Collins community focused on the environment and exercise. We connected the members' lifestyle with Norlarco's business focus, creating a physical fitness-financial fitness retail branch concept. No other financial institution in Fort Collins or Colorado had made this connection.
The Norlarco management and board readily accepted the concept, and EHS Design applied it to their freestanding branches and mini-branches located on the university campuses.
Benefits achieved for the client:
Norlarco received a unique and positive new image that significantly differentiates them from the competition - locally, regionally, and nationally. They are focused on the members' interests and needs, while encouraging non-members to join. The new Norlarco branch business model also provides a more effective way to deliver services in the branch by allowing employees to fulfill a variety of roles or members to utilize remote delivery services.
The new retail branch concept goes beyond any seen in the U.S. It is highly professional, expressive, fun, engaging, and directly relates to target members' interests through the use of sports equipment as work surface supports, PC stands, merchandising kiosks, and accessories. The connection to members is more than just visual; it is three dimensional and tactile.
