Harvard University Employees Credit Union worked with Adrenaline to evolve its brand following a name change to Harvard Federal Credit Union. With a broader membership and a more future-focused vision, the new identity balances legacy and modernity while supporting a full rollout across digital, branch, and member experiences.
Role
Lead Brand Designer

SCOPE
Brand Identity • Design System • Collateral

CREDITS
Client: Harvard Federal Credit Union
Agency: Adrenaline
Creative Direction: Matt Rollins • Will Agrella

The Harvard Shield
The logo draws from the traditional Harvard University shield, combined with a simplified column to symbolize strength, stability, and longevity. Designed for clarity and balance, the mark reflects Harvard FCU’s values of integrity and trust while introducing a more modern, forward-looking expression.
Visual Identity
Inspired by the basic geometry of the logomark, these brackets are the building blocks of the visual system. Complimenting the bright color palette and bold typography, they take many shapes within the system from repeating patterns to fun emoticons. 
Brand Photography
We built the photo library around portraits that put people front and center, highlighting their individuality and interests. The natural, diverse, and optimistic style helps humanize the brand and pairs well with the bold, graphic elements of the identity.
AI Objects
These objects were an additional communication tool used in additional marketing materials. The client fully embraced the idea of incorporating AI into the brand. We created this small library of objects that the Harvard FCU team used in marketing materials and in-branch signage. 
Post-Launch Response
The refreshed brand has been met with strong internal support, with the client responding positively to the more modern and playful visual direction. Throughout the engagement, the team remained flexible and collaborative—adapting to shifting timelines and budget considerations while maintaining momentum across a complex, multi-phase rollout.