With deep roots in the Dallas-Fort Worth metroplex, the Credit Union of Texas (CUTX) set their sights on East Texas for the next chapter in their growth story. Looking to expand their influence, CUTX wanted to do more than build a branch and raise a flag – they wanted to make a meaningful and enduring impact on the community. Pursuing growth in underbanked rural markets to meet diverse needs, the site in Gilmer, TX, provided the perfect launchpad for a new location, offering both promise and purpose. With a goal to build a physical presence that showed authentic community investment and involvement, the Gilmer branch would be a hub for everyday engagement, community connection, and financial freedom.
The Solution:
Working with longtime strategic partner Adrenaline, CUTX embraced a holistic approach to developing this East Texas branch that addressed both the built environment and the community experience. When a large parcel of land in the historic city of Gilmer became available, CUTX decided to use the location as a canvas for a multi-purpose destination designed to provide engaging banking experiences and enrich community life at the same time. The CUTX campus includes a ground-up credit union branch tailored to the regional aesthetic, a Cozy Coffee Station to serve as a daily gathering spot, and “Gilmer Gathers,” a branded community venue available for public use.
The Story:
With Adrenaline’s deep expertise in creating transformative experiences, the company’s role spanned expansion strategy, architectural design, construction management, and brand integration.
Adrenaline supported the site selection with an in-depth study of eight counties across East Texas, evaluating growth potential and community corridors, to help validate Gilmer as an optimal location for market entry.
As a new entrant to the East Texas market, CUTX embraced a design-led strategy that honors the character and culture of the community. Local impact was elevated through design choices, including a commissioned mural from a Gilmer-based artist, which stands as a unique expression of local identity.
For the community building, the Gilmer Gathers name and logo were developed in close collaboration with CUTX, further reinforcing the essential role of brand integration into local identity at the branch.
The site orientation included putting the community building on the street frontage, with the branch positioned deeper in the property, demonstrating CUTX’s people-first priorities.
We wanted our branches to be a place where people want to come visit. I do feel like you have to incorporate community needs in your branch environment.”
– Courtney Coss, Chief Retail Officer, Credit Union of Texas
Planned to create a natural gathering spot, the campus brings new amenities to the community and fosters engagement beyond the financial services typically associated with banking.
The Gilmer Gathers community building has become a vibrant and vital resource for the local community. Filling a gap for public gathering spaces, this branded venue is regularly used by area businesses, schools, civic groups, and more.
Placed at the front of the campus, the space is not only easily accessible, but also inviting. Routinely booked months in advance, the demand reinforces CUTX’s mission to make a meaningful impact in the communities they serve.
From essential services previously absent in the area, like a local coffee shop, to creating a branded event space that hosts everything from workshops to local meetups, CUTX’s East Texas debut exemplifies the brand’s commitment to community and to purpose-driven banking.
At the heart of what CUTX does is all about community impact. We’re here to serve and offer all those financial tools, but how we get involved in communities is what matters most.”
– Courtney Coss, Chief Retail Officer, Credit Union of Texas
Through collaborative planning and end-to-end execution, the Adrenaline-CUTX partnership brought the credit union’s ambitious vision to life, and the Gilmer development is just the beginning. With more locations on the horizon, CUTX continues to invest in locally relevant experiences that blend innovative banking services delivery with meaningful community connections.
The Gilmer branch is about more than bricks and mortar – it’s about building trust with new members in a new community.
