The idea.
Belonging doesn’t start with a product—it starts with a feeling. For Westerra Credit Union, that feeling was trust, built over generations. But in a category full of sameness and skepticism, we needed to make that promise feel modern, inclusive, and unmistakably human.

So we led with a simple, powerful message: We Got You.

The story.
Westerra had been serving Colorado communities since the 1930s. But while their commitment never wavered, their brand needed to evolve. We set out to reimagine Westerra as a financial community, not just a credit union—a place where belonging means more than membership.

By studying how people form emotional bonds and how social movements build momentum, we grounded the rebrand in what people really want from their financial institutions: to be seen, supported, and empowered. Every design choice—from voice to visuals—was made to reflect that.

The rollout.
We introduced a new look and tone of voice that felt grounded and fresh. An optimistic color palette signaled warmth and possibility. Simple, confident typography emphasized clarity. And inclusive, everyday photography highlighted the real people Westerra serves—not stock models, but neighbors.

At the heart of it all: a new logo. Interlocking lines of equal weight formed stylized mountain peaks—symbolizing unity, strength, and the idea that we rise together.

The brand launched across all internal and external channels, with an internal rally cry that energized 300 employees to live the new brand from the inside out.(Agency: Common Good)

Results:

• 85+ Year history captured & modernized

• 120,000 Members felt new brand experience

• 300 Employees inspired to live the values