Emblem Credit Union

Emblem Credit Union came from the need to move past a name that no longer fit. Originally Alabama Teachers Credit Union, the brand had grown—but still felt limited to educators. With a new look and voice, the rebrand helped them connect with a much wider audience.

Brand Identity

Logo Before & After

The Emblem Seal

Watercolor Illustrations

These illustrations were created to tell real stories from Emblem Credit Union’s employees. Using a custom AI-powered Photoshop action, photographed objects were transformed into watercolor artwork—adding warmth, personality, and a more human feel to the brand. After learning the process, Emblem’s team went on to produce a full set of illustrations themselves.

Rooted in the Community

We wanted Emblem’s photography to feel real, not staged. Instead of stock models, we focused on people who truly reflect the spirit of their local community and what Emblem stands for. With a curated list of local talent provided by the client, we partnered with Appalachian Media to photograph each subject in their natural environment—capturing authenticity, pride, and place.