TDECU CREDIT UNION — “REDESIGNING TRUST”
A Strategic Visual Identity for the Future of Financial Services

As the largest credit union in the Houston area, TDECU was well-established, but not well-loved by the next generation of consumers. They needed more than an ad campaign; they needed a complete visual and messaging shift to modernize how financial institutions connect with younger audiences.

Strategic Opportunity: Elevate Perception, Build Trust, Drive Growth

As creative lead on the TDECU account, I partnered with cross-functional teams to transform the brand’s presence—visually, verbally, and experientially. Our goal was clear: position TDECU as an accessible, modern alternative to big banks, without sacrificing the credibility and security expected of a financial institution.

On-Campus Activation: Where Brand Meets Behavior

With TDECU’s naming sponsorship of the University of Houston, we turned campus visibility into brand engagement. We conducted a custom photo shoot featuring real U of H students, capturing authentic moments in both campus and urban settings. These assets were integrated into a flexible campaign system designed for modular use by TDECU's internal teams, ensuring agility without compromising quality.

Systemic Design for Long-Term Use

We delivered a detailed style guide that established visual standards—color, typography, layout, and tone—across all touchpoints. Whether for mobile banners, social carousels, branch signage, or community sponsorships, the toolkit empowered the TDECU team to maintain consistency and scale with ease.

Outcome: Modern Relevance Meets Financial Credibility

Our strategy didn’t just refresh TDECU’s image; it helped increase new member acquisition and repositioned the brand as a forward-thinking, community-rooted financial institution. The result: a more relevant, resonant presence in a highly competitive market.