As credit unions step into a new era of growth, legacy institutions like Teachers Federal Credit Union faced a unique challenge: how to expand beyond their original audience without losing the loyalty of longtime members. For TFCU, that meant transforming from a hometown brand into a national contender—without losing sight of its roots.
I collaborated closely with the strategy team to help shape the new name, Raiz—inspired by the Spanish word for “roots”—and led the creative team in developing a vibrant, future-facing identity. Guided by the brand ethos, “where passion paves the way,” we built a visual system full of energy, optimism, and pride.
The result is a brand that honors its El Paso origins while boldly inviting a broader generation of members to join the journey.