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Two women with long braids and glasses smile and laugh together. They stand in front of a pink and purple gradient background with the word “Park” in bold white script behind them.
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PARK COMMUNITY CREDIT UNION

a new brand that’s with you, all the way

overview

Park Community Credit Union had evolved well beyond its roots, but its brand hadn’t kept pace. 

As a Community Development Financial Institution (CDFI) committed to expanding opportunities, Park needed to better connect with the diverse communities it serves. That meant creating a stronger, more distinctive identity that could honor nearly 60 years of history while reflecting the inclusive, forward-thinking organization it had become.

AW set out to build more than a new look. We created a brand system designed to move Park forward, from how it communicates to how members and employees experience it.

Several overlapping black and white documents with bold pink and white headings: “MISSION STATEMENT,” “CORE VALUES,” “BRAND PROMISE,” “VISION STATEMENT,” each with descriptive text below.

BRAND STRATEGY

Building pride into the brand

AW’s research revealed a powerful connection between Park’s CDFI mission and the audiences it serves: when people feel valued and included, they’re empowered to move forward. That insight shaped our development of the new brand positioning, “Building pride with belonging,” and a brand story including its mission, vision, promise, and values.

Park Community Credit Union logo with “Park” in white script and “Community Credit Union” in bold white text, set against a pink and purple gradient background.

BRAND IDENTITY

Putting a fresh spin on history

Park was founded in 1965 by employees of General Electric’s Appliance Park, a legacy worth keeping as the brand evolved. 

Rather than leave that history behind, we reimagined it. Park’s new handcrafted ScriptTag draws inspiration from the swirls of GE’s historic monogram, transforming that legacy into a bold, contemporary mark.

A confident black-and-white foundation, vibrant gradient, modern typography, and authentic photography complete an identity built to stand out in a crowded financial category.

Analysis of script fonts: ‘Park’ wordmark details, comparisons to GE logo, and an outlined version showing letter paths.“.
A rectangular sign on a building reads “Park Community Credit Union” in black letters, with a white face and a gradient pink and orange side.
A white credit card with bold black “Park” lettering, card chip, numbers, expiration date 02/27, and the name “Devon M. Butterfield.” A pink edge and the “Park Community Credit Union” logo are visible.
A black notebook with “Park Community Credit Union” logo in white and a large, glossy “Park” text. A metallic purple pen lies to the right on a dark background.

TAGLINE

Five words. One big promise.

Park’s new tagline, “With you, all the way,” turns its role in members’ lives into a simple commitment: wherever they’re headed, they don’t have to get there alone.

Friendly, confident, and direct, the line reinforces the credit union’s role in guiding and supporting members, employees, and community members.

Front desk of Park Community Credit Union with dark wood counters, a black and purple wall, and the words “With you, all the way” displayed above in black letters under ceiling spotlights.
A stack of envelopes on a pink-purple gradient background displays the Park Community Credit Union logo and the tagline “With you all the way.”.
A black pen with silver accents rests on a white surface. The pen has the words “With you, all the way“ and “Perk Community Credit Union” printed in white text along the barrel.

ENVIRONMENTAL DESIGN

Bringing the brand to life

AW architected a scalable environmental branding strategy for Park’s 17 locations, adapting the new brand to the unique building layouts, visibility needs, and budgets.

From dimensional logos to illuminated signage featuring the signature Park Gradient Glow, the system turned branches into highly visible expressions of the new brand.

Modern credit union lobby with dark sofas, colorful chairs, a coffee station, TV, and signage reading “Make yourself at home here.” The space has large windows and stylish decor.
Modern bank lobby with glossy floors, wood-accented counters, a large screen displaying people, office cubicles, and the phrase “With you, all the way” on a curved wall above the reception area.
Modern credit union building at night with illuminated “Park Community Credit Union” sign, red architectural accent, landscaped surroundings, wet pavement, and two cars in the parking lot under a cloudy sky.

Beyond the branch experience, we expanded into corporate spaces and the boardroom, pairing Park’s bold visual identity with functional improvements designed for how its teams work today. 

We preserved what already worked while rethinking the space for hybrid meetings, video calls, and content creation, making the environment more useful and more distinctly Park.

The result is one cohesive brand built to show Park is, quite literally, with you all the way.

A modern conference room with a large U-shaped table, white chairs, wood panel walls, and “Park Community Credit Union” signage on a purple accent wall. Ceiling lights illuminate the space.

like what you see?
Let’s build something worth cheering for.

like what you see?

Let’s talk.

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Our Location

80 Arkay Drive, Suite 220
Hauppauge, NY 11788
Manhattan, New York
Creative Conference Center
1065 6th Ave, New York, NY 10018
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Contact Us

631-231-6600 877-745-1813 info@austinwilliams.com

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