Capturing the Soul of a Credit Union Community

Project At a Glance

DC Credit Union is all about its members – and so was this project. From member stories to bold, inclusive language to real member photos, DC Credit Union’s new site showcases its commitment to community.

  • Client

    DC Credit Union

  • Industry

    Credit Union

  • Type of Project

    Website Redesign

  • Services

    Website Design & Development


    Spanish Translation

The Challenge

DC Credit Union (then DGEFCU) had a hard-to-say name, and an outdated, non-responsive site that had nothing to do with the credit union’s deep commitment to financial equity and inclusion. Our goal was to capture the soul of the credit union and bring it to the forefront in the design, UX, and messaging.

Before and After views of website

The Solution

As DGEFCU rebranded to DC Credit Union, it became clear that the organization’s heart is its members — so that’s who we went to. We collected dozens of member stories, set up a photo shoot of real members in branch, and talked to members to understand what they really wanted from their credit union’s website.

Bold, Inclusive Messaging

Generic, bland language was no match for DC Credit Union’s warmth and passion. The Voice & Messaging Platform we created is all about accessible, friendly, and supportive communication that reinforces the brand promise of “people over products.”  Since DC Credit Union is devoted to working with people who are used to hearing the word “No” from financial institutions, we put emphasis on words rarely heard in banking, like “Yes,” “Vulnerable,” “Justice,” and “Respect.” The messaging is focused on empathy and empowerment instead of platitudes and sales.

Real Interviews, Real Faces

We went on a mission to reach members! We set up shop in a branch, photographed real members, and interviewed them about their experiences with DC Credit Union. With these stories on the site, the credit union’s commitment to community, diversity, and equity shines through.

The Results

DC Credit Union’s new website (and name!) reflect its commitment to helping people where they’re at in their financial journey—it’s easy to use, ADA compliant, and all about the member!

You get us. You’d probably get us no matter who we were because your learning process is thorough and you are open to seeing the best in us.

— Carla Decker, President & CEO, DC Credit Union

Hannah talking on the phone