couple riding bicycles on a bridge

Clearwater Credit Union: Leading with Impact

  • Client


  • Industry

    Credit Union

  • Type of Project

    Website Redesign

  • Services

    Web Design & Development


The story goes like this: We launched a brand new website for Missoula Federal Credit Union back in early 2019. On the heels of the site launch, the credit union began a rebranding effort to “Clearwater Credit Union,” spearheaded by design and innovation consultancy Opp/Ed.

Our new charge was to preserve the improvements to the copy, structure, and design, while infusing the site with the credit union’s new brand identity. It was critical to retell Clearwater’s story, and do so in a way that created a smooth transition for its members.

The result? An award-winning website that serves as a values-based banking impact hub; leads with purpose; and offers a fast, easy, and accessible user experience.

Davey and MAC Award Winner

Creating a Values-Based Banking Impact Hub

For Clearwater, the values truly come first. To make its new site reflect this, we up-ended the typical credit union site and put values first — everywhere. The new homepage is all about the mission and how the reader can get involved, and product pages lead with the positive impact the product has in the local community. It’s not for people who are just looking for a generic banking account, and that’s ok — Clearwater is looking for the people who want to be part of their mission, and this new site is designed to help those people know they’ve found their financial home. It’s not about just opening a checking account, it’s about joining a movement.

Numbered value statements

Leading with Purpose

Before, there wasn’t much to distinguish Clearwater’s site from any other credit union anywhere in the country. Now, woven throughout the site are community impact stories, staff and member testimonials, and local imagery so visitors always know they’re dealing with a local credit union that prides itself on service and impact.

Clearwater is passionate about transparency, so we made it easy to see what they’re up to. From easily accessible annual reports, to actual impact numbers throughout the site, to a blog categorized by the causes the credit union actively works with, it’s obvious Clearwater walks the walk.

Screen shot showing sustainability efforts

Offering a Fast, Easy, and Accessible User Experience

Values, impact, and local connection are all important, but of course, user experience remains paramount. Clearwater wanted to make sure that visitors could intuitively navigate the site and find what they were looking for. With well-organized menus, prominent “join” and “login” buttons, and a seamless mobile experience, anyone can open an account, explore products, or view recent transactions without any heavy lifting required.

Clearwater website on mobile, desktop and tablet
  • Traffic to Join page increased by

  • Site speed increased by

  • Bounce rate decreased by


PixelSpoke has been a fantastic partner during our website redesign process. They are positive, adaptable, and incredibly capable. We are insanely proud of our new website and are excited to continue working with PixelSpoke as we evolve our site for years to come.

— Gwen Landquist, Director of Brand & Communication at Clearwater

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