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Mill City Credit Union

CLIENT

Financial Services

INDUSTRY

Branding, Environmental Graphics & Signage, Print Collateral

TACTICS

General Mills Federal Credit Union wanted to expand into the public sector after being an employee-only institution since 1935. For this exciting launch the group came to us with the new ‘Mill City’ name in hand, ready to churn out an oven-fresh identity. They wanted to infuse their flour-milling history with a modern style appealing to a 20-something audience, without scaring away their legacy members. Thanks to exceptional ingredients, precise measuring, calculated adjustments and a dash of intuition…Mill City rises and impresses.

OBJECTIVE

EMBRACING ROOTS

Minneapolis is rich with reminders of its flour milling history, from grain elevators, to museums, with plaques scattered in between. But we felt the greatest, most iconic symbol was the Mississippi River—the powerhouse that gave rise to the whole industry (and the whole city). The recognizable curve of the St. Anthony Falls provided a nice tie to the river and an abstraction of the letter ‘M’.

Our new identity has been such a success! Members and employees love the brighter look, we’ve seen an increase in membership and we even won an industry award. The Sussner process was great. They listened and provided thoughtful, responsive guidance through the whole transition.

Pam LaBelle, Former VP of Marketing

MINNEAPOLIS SKYLINE: With its strong tie to General Mills and the flour industry of Minneapolis, a skyline featuring the original mills was a perfect fit

ATM AMPLIFIED: The Mill City ATMs—for many members, the main point of contact—offered a perfect opportunity for the brand to come to life

NAME PLATES: Custom fixtures tied the internal offices together with a touch of branding

DESKTOP CALENDARS: A mini desktop calendar was designed to introduce the new brand to all members in 2016

A YEAR OF CHANGE: 12 months of illustrations were created to show the joyful year through the lens of Mill City

BUSINESS CARDS: A spot gloss wave pattern made a subtle tie to the St. Anthony falls on the front of the business cards

IMPROVING THE EXPERIENCE

From branch signage and materials to digital platforms, we worked closely with the Mill City team to make the member experience more intuitive, pain-free and cheerful. The website was overhauled to be easier for both users and staff. These visual changes then rolled into dozens of third-party services for a cohesive experience even after users leave the site. Mill City Credit Union is now on the cutting edge of online banking, with support for all the devices the 21st century has thrown at us.

OTHER PROJECTS: