Art direction and branding for North Jersey Federal Credit Union.
North Jersey Credit Union, serving members across Bergen, Passaic, Essex, and Union counties, wanted to refresh its brand, which dated back to 1936, with a fresh, modern identity that would reflect its evolution while maintaining the trust and recognition built over decades.
Rather than discard the equity built in North Jersey Federal’s original logo, the mark was strategically refreshed to feel more contemporary while honoring its legacy. Refining its proportions and structure, and pairing it with a distinctive, modern typeface, gives the logo a strong, unique personality. A new color palette of bold blues, green, and black with tones of gray was introduced.
The new logo mark and imagery style help define the brand as relatable, community-centric, trusted, and established.
The rebrand extended across internal and external communications, creating a consistent and recognizable presence at every customer interaction point. Deliverables included: credit card designs, print and digital advertising, brochures, direct mail, social media ads, stationery, and web banner ads.