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  • Linda Getz

Our Work with USF

USF Fletcher Street

Chicago, IL, June 8, 2021—The pandemic has not slowed USF Federal Credit Union’s progress in Florida. For seven years, Nova has been working with USF FCU to develop their retail brand and implement it into their newly built branches. Projects with USF FCU included the Marshall Student Center branch, which won a prestigious CUNA Diamond Award in 2016. With a field of membership that includes University of South Florida students who potentially remain members for life, USF FCU was looking for some spark to be injected into their brand in their retail space. “We went with colors from the bolder side of USF’s palette, worked with campus and local imagery familiar to members, and created a graphic asset that showcases their value words. The intent is to be colorful and fun so the campus branches feel at home and appealing to students while the brand continues to be inviting to older members,” says Nova’s Creative Director Linda George. On the results of the changes over the years, Chief Marketing Officer Debbie Clark comments “we’ve seen an increase in traffic and in volume of business and it has completely repositioned our brand in the hearts and minds of the people in the community. Our members love it absolutely.”

USF Sarasota

In the past year, Nova has had the privilege to continue implementing the brand playbook as part of USF’s ongoing development, completing work on a new branch in Sarasota and a new corporate office in Tampa. While numbers of in-branch usage were down because of the pandemic, Clark says traffic at the new corporate location has been steady and she anticipates growth now that businesses have reopened. The new branches have also provided employee morale and they continually receive positive feedback from the communities, including being voted one of the best credit unions in Sarasota by readers of SRQ Magazine.

Clark raves about her experience with Nova as “easy to work with” and “very innovative in the creative process.” Nova is currently working on new projects with them this summer.

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