Leave with a Plan
Brand Identity | Print | Social | Motion Graphics
As Dakotaland teetered on the precipice of its 90th anniversary, the brand was ready for new energy. With expansion imminent, the brand needed to adapt to the digital age while remaining familiar to the loyal members. We structured the discovery process to include voices from top to bottom across the organization. The resulting insights shaped the creative direction.
We learned that no matter what, members leave Dakotaland with a path forward. The final logo uses an abstract South Dakota state outline as a flourish of the familiar for long-time members, while introducing a new, strong and simple wordmark to match the “Together Strong” mantra that inspires the credit union’s values and vision for the future. The state outline is expanded in the visual identity to acknowledge the path forward and to give the identity a sense of place.
The design system included a “micro-logo” for digital and mobile communication, a refreshed color palette, and an adaptable layout system. Later, a special 90th anniversary mark was added to commemorate the year-long celebration.
