Services

Brand

• Naming
• Positioning
• Identity
• Communication
• Website
• Brand Image Artwork

Design

• Interior
• Architecture

Retail

• Merchandising
• Digital Signage

Build

• Construction Management

Culture

• Custom Curricula

Situation

Teacher Federal Credit Union was undergoing growing pains. Business was good, but they were encountering limitations as they expanded their membership. Their name, retail delivery approach and member experience were not living up to their vision of who they wanted to be. The Credit Union underwent NewGround's IMAGINE process, to focus on the challenges they were facing, and to uncover key areas that should be addressed and included in the strategic business plan for moving forward.

As a result, the Credit Union was ready to develop a new name, brand, branch prototype and culture program. There was one condition, though — all of these elements needed a corresponding public launch, and it needed to happen quickly to maintain a solid and stable front in the market.

Solution

NewGround guided the Credit Union through a rebranding process to become TruStone Financial. Communication materials were then designed and developed to launch their new brand to the market, including brand graphics, stationery, brochures and their web site.

The Maple Grove branch was then designed and built as an introduction to the life of their brand. In 11 weeks, NewGround transformed an abandoned Krispy Kreme store into the inspiring architecture that now serves TruStone members.

Education is the cornerstone of the new branch design. When members walk in, they find an open layout with a comfortable and contemporary décor designed for interaction and conversation. A tumbled stone fireplace adds character to the facility and showcases one of the digital screens that have been strategically placed throughout the space. These digital tools work in conjunction with merchandising to educate members on services and products available to meet their financial needs.

Member engagement rooms, furnished with plush seating and home-inspired fixtures, sit at the perimeter of the facility. These rooms act as engagement zones where members can be informed about specific financial issues, and have open and free discussions about their financial concerns in an intimate and casual setting.

Teller pods were also incorporated into the branch to allow for more personal interaction. Employees can now engage members by using the information on teller pod screens to better relate to the members and build trust, and TruStone members are able to receive a more detailed view of their accounts provided by the screens.

NewGround also developed and delivered a customized training program for employees that focused on how to use the new branch environment to engage members and provide them with financial education, while delivering the TruStone brand.

"When you make an investment in upgrades and enhancements to your brand and facilities, you owe it to everyone to work with an organization that understands the business. With their deep knowledge of the industry, NewGround excels at understanding the market and targeting their design and solutions around it."

"We were surprised by how much members like the teller pods. We thought there would be some resistance to the change. But, it turns out they enjoy the more personal transaction and the fact that they can see the transfer or deposit on the screens. Typically, this information is hidden in your traditional teller transaction."