The Challenge
Verity Credit Union wanted to capture market share where they had the highest likelihood for success: The neighborhoods of Seattle
Project Background
It had been over seven years since Verity Credit Union’s last branch opening. Through Verity Mom and other marketing and product initiatives, the credit union had secured a niche reputation for highly personalized member service. With a need for continued growth, the team turned to Momentum to recommend new locations and implement an improved branch delivery model with a fresh prototype design.
Neighborhood Branch
Momentum analyzed the neighborhoods of Seattle and delivered a five-year network growth strategy that was connected to Verity Credit Union’s optimal member demographic. The first three branches Momentum designed and built are in the Greenwood, Ballard, and West Seattle communities.
Unique and authentic member experiences are a cornerstone of Verity’s in-branch strategy. Reflecting the values of the local community is a “must-have” component of the retail environment’s design, Verity Credit Union strives to help its members take charge of their own financial well-being. The localized environment establishes a common point between the member and Verity associate and is an opening towards that conversation.
The new tellerless branch design supports Verity’s universal approach towards staffing. Self-service transaction options, shared uses of meeting spaces, and broadly adopted mobile technology have all led to a decreased footprint requirement. Ultimately, each branch design decision was geared towards supporting a more relevant and meaningful member experience.
The West Seattle branch design takes Verity Credit Union’s commitment to the community even further, with a retractable facade that opens the front of the branch completely to the street. This feature has inspired high levels of branch traffic, as members of the community drop in to check things out.
LEED Silver certification for their branches confirm both Verity and Momentum’s commitment to environmental sustainability.
Momentum Moment
Most office furniture is manufactured in the Midwest, but a local manufacturer was more in line with Verity’s hyper-local brand identity and helped reduce the branch’s carbon footprint. The Momentum Team took Verity on a tour of Seattle furniture builders and found local furniture designs that complimented the branch’s open, modern, and collaborative environment. Furniture is a critical but often overlooked aspect of credit union branch design.
The LEED® Certification trademark owned by the U.S. Green Building Council and is used with permission. www.usgbc.org/LEED
