The Scenario:
Following a full rebrand from Teachers Credit Union (TCU), the new Everwise brand launched to the market in the summer of 2023. With the transition to a new name and refreshed brand complete, the credit union began the branch conversion process to extend the new Everwise brand experience into the branch environment. Needing to convert 59 branches by the fall of 2023, Everwise again partnered with Adrenaline to spearhead a holistic brand-to-branch transformation that capitalized on the company’s deep industry expertise in branch network conversion.
The Solution:
Leveraging Adrenaline’s comprehensive experience design and network transformation services, the optimization began with a branch network assessment to evaluate the full scope of Everwise’s needs. During the process, each branch was tiered and spending was estimated across the network. At the same time, Adrenaline was developing the new Everwise kit of parts and exterior signage family to be deployed at the branch and remote ATM locations. During the conversion, each branch was demerchandised, brought to brand standard, and outfitted with the new design to maximize the Everwise brand experience.
The Story:
With their rebrand, Everwise had sought a refreshed brand to deepen member and community connections, so they needed their branch experience to achieve that same kind of appeal.
With the brand’s vibrant visual expression, the branch needed to communicate the brand’s core values – wisdom, strength, and enlightenment – in a transformative new environment.
Built on a people-first foundation, the Everwise brand-to-branch experience had to be seamlessly connected to effectively deliver on their promise.
To best serve their operational needs and minimize any potential go-back costs, Everwise opted to do a rolling reveal, which meant signage was not under wraps in order to orchestrate one grand reveal. The rolling conversion was an optimal solution, as it still allowed for brand impact in the market while mitigating unnecessary costs.
Communication was also key to the success of a smooth branch network conversion. Member communications centered around similar messaging deployed during the brand launch: that ownership was not changing and that Everwise still had the same people and services, but now they’re in a transformed environment.
The team leveraged direct-to-member communications, as well as in-branch signage to convey upcoming changes that they would start to see at the branch level.
Following their successful rebrand over the summer, the financial services leader converted all of their branches over the course of five months and is now a proud exemplar of the new Everwise experience, from the brand to the branch.
The successful partnership between Adrenaline and Everwise not only resulted in a thriving new brand and transformed branches, but also let to current collaborations on marketing campaigns and retail strategy for the growing credit union brand.
