GMCU, a member-owned credit union in regional Victoria, needed to make its business more sustainable and relevant to its communities. Lydia transformed GMCU’s brand from seemingly old-fashioned and exclusively Victorian, to one that is truly dynamic, future-focussed and accessible.
“This rebrand has absolutely landed as a success story and changed the face of our organisation. Its high impact stuff that we can own and we are thrilled with where it landed. For us, the brand refresh is the gift that keeps on giving. Our brand story has distilled our journey in such a lovely way and every day we find something so nuanced.”
– Melissa Ralph, CEO GMCU
In support of GMCU’s new positioning ‘banking with purpose’, Lydia developed a vibrant, contemporary and personable visual identity, with bright colours, emotive imagery and messaging. The new brandmark and tagline perfectly captures the value of community, making a difference and putting members first.
This project was created while working for Kinc Agency under the Creative Direction of Stav Avramakis. Copywriting by Bianca Caretti.