The Opportunity
Belonging doesn’t start with a product—it starts with a feeling.
For Westerra Credit Union, that feeling had always been trust. Built over generations and deeply rooted in Colorado communities, Westerra had earned credibility the right way. But in a financial category defined by sameness, skepticism, and faceless institutions, trust alone wasn’t enough to stand out.
The opportunity was to evolve Westerra’s brand without losing what made it special—to modernize a legacy institution while preserving the human connection at its core. Westerra needed to feel less like a traditional credit union and more like a financial community: inclusive, supportive, and unmistakably human.
The Solution
We got you.
The breakthrough was simplicity. Instead of overexplaining financial products or leaning on corporate language, the brand needed to lead with reassurance and belonging. “We Got You” became the unifying idea—short, confident, and emotionally resonant.
Grounded in research on emotional bonds and social movements, the rebrand reframed Westerra as a partner in people’s lives, not just a place to store money. Every decision—from voice to visuals—was designed to make members feel seen, supported, and empowered.
The goal wasn’t to shout louder in a crowded category. It was to feel closer.
The Rollout
The rebrand was launched as a fully integrated system—touching internal culture, member-facing communications, and the physical and digital environments alike.
Brand Strategy & Positioning
Reimagined Westerra as a modern financial community rooted in trust, belonging, and shared progress.
Tone of Voice
Established a voice that felt clear, warm, and confident—moving away from institutional jargon toward language that felt human and reassuring.
Visual Identity System
Introduced an optimistic color palette signaling warmth and possibility, paired with simple, confident typography that emphasized clarity over complexity.
Logo Design
Created a new logo featuring interlocking lines of equal weight forming stylized mountain peaks—symbolizing unity, strength, and the idea that progress happens together.
Photography & Representation
Replaced stock imagery with inclusive, everyday photography showcasing real people and real moments—neighbors, families, and community members Westerra actually serves.
Internal Brand Launch
Rolled out the new brand internally with a rally cry that energized 300 employees, empowering them to live the values from the inside out before taking the brand public.
Omnichannel Activation
Launched the new brand across all internal and external channels—ensuring consistency across branches, digital platforms, marketing materials, and member communications.
(Agency: Common Good)
The Results
85+ years of brand history captured and modernized
120,000 members experienced the new brand across touchpoints
300 employees activated and aligned around the new brand promise
Stronger emotional connection, clarity, and confidence in a crowded financial category
