CU Direct

CU Direct Corporation

CUDL provides point-of-purchase lending to the credit union community, and is the nation’s largest point-of-sale and indirect lending network for credit unions, serving over 20 million members.

Transform an existing client (CUDL) to become one of four brands owned by a new parent company (CU Direct). Create the brand positioning, as well, graphic skin that will ultimately be used to define each of the four subsidiary brands, including the parent company.

The one common element that all the brands share is a red “swoosh” within their identities. So as a reoccurring graphic throughout the different entities, the swoosh acts as a visual guide, sort of circling the end benefit of each brand. Then to give each company distinction, separate “skins” were developed to graphically provide individual character for each brand’s personality. The rebranding successfully launched the new parent company — CU Direct — including its four flagship companies ( CUDL, CUDL Retail, Lending Insights and Lending 360).