Branch Projects
CHROME Federal Credit Union

The Challenge

Connect to a carefully defined target member through a precision-crafted, omni-channel experience

Project Background

Surrounded by competition, facing little growth and located in declining markets, two options presented themselves: Do nothing and die a slow death or be merged and die a quick death. When CHROME Federal Credit Union (formerly Washington Community Federal Credit Union) chose “complete transformation” instead, the team knew they had plenty of homework to do. They started by re-defining whose business they could compete for successfully, and mapping the most meaningful experiences for those members.

Chrome Federal Credit Union - A Design Build Branch Project

Retail Flagship

The CHROME Federal Credit Union store (the first transformation is the name) was a physical embodiment of a digital banking experience. The Momentum team took this insight, combined it with market analytics and delivered a regional branch delivery strategy designed to support CHROME’s five-year performance goals.

“Number of wows! That’s how we’ll measure the success of this branch.” Only a sophisticated integration of brand expertise, technology insight and exceptional interior design would be able to deliver. While the initial banking relationship may have been secured in a virtual environment, the branch is immediately recognizable to a CHROME member. It provides the same easy experience, exceptional advice and access to the right financial products. It is banking that shines.

The new CHROME store branch design takes the market shift away from transactions one step further. Its members are being educated on how to complete nearly all transactions via their mobile devices. Gone are drive-ups and ATMs. Transaction zones are a fraction of the size they once were. One thing that has taken their place is a business incubator and co-working space. It reflects CHROME’s commitment to their technology minded, small-business targets.

Momentum was invaluable in executing Mr. George’s vision by providing the expertise necessary to transform innovative banking concepts into functional physical space.”

Amanda M. Lunger, Vice President & Chief Brand Officer / CHROME Federal Credit Union

Momentum Moment

CHROME Federal Credit Union’s branch design was based on the design of their mobile platform. The branch includes a large vertical monitor resembling a giant mobile phone and a nine screen video wall, interactive features intended to seamlessly integrate the physical and digital platforms. The Momentum Team helped translate CHROME’s strategy objective and specific technology requirements into a physical branch that shares the look and feel of the mobile app.

 

 

We believe that collaboration and open communication are the foundation of successful projects. In the design-build project model, sharing knowledge and ideas is fundamental.

Design-build breaks down barriers between the designer, the builder, and the people who will actually use the building. The team works together to establish a shared vision of success. Everyone is free to contribute their best ideas at the right time, when they have the greatest chance of improving the project. On a design-build project, as team members experience the value of integrating diverse viewpoints, they develop trust. Communication increases. Friction decreases. The project takes on its own forward motion, and the sense of tangible progress makes the process energizing and fun. The end result is better branching and workplace strategies that deliver on our partners’ goal, better relationships, and better buildings.

To learn more about the process, visit our Services page. And don’t forget to check out our Insights page for our latest insights into issues facing credit unions and community banks, from branch transformation strategies to the impact of evolving customer experience demands. We’ve also published a Quick Start Your Branch Transformation Guide with activities that will help you plan and kick off your next project!

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