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Customer Case Study

Redesigning the brand and facilities of Clonmel Credit Union

PART 1. The Rebrand
First Meetings

The journey began in 2018, when Cennox first met Clonmel Credit Union in Tipperary, Ireland,  to introduce them to new technology. During that kick-off meeting, as strategies were discussed, we learned of why new technology was so important to them. There was a wider project Clonmel were embarking on, namely the complete redesign and build of their offices and banking hall. Clonmel wanted new technology to unlock in-branch efficiencies and new service offerings to their members. This is when the conversations shifted. This is when we knew we could support them on their journey.

As Clonmel was introduced to Cennox’s wide ranging capabilities and our passion and enthusiasm to understand more about their journey, Clonmel could see how we could add value to their project and deliver it sensitively to the members, community, and to the history of the region. Clonmel invited Cennox to embark on the rebranding of their business and the design of their credit union building. This was the start of our journey with them.

Rebranding

Understanding Clonmel Credit Union

What immediately inspired us about Clonmel, was their passion and care about their members, and how they involved them in every decision they made. They viewed them as extended family, it was truly inspirational.

Cennox was keen to help them see the rebrand as being more than just a new logo, or a colour scheme. We wanted to show how this was an opportunity to communicate and reconnect. Clonmel wanted their project to re-engage with their members and community and reach out to missing demographics of members and businesses in the area.

 

Getting started

Our work began with external research from their members and the wider community, evaluating and executing comments raised in targeted market research, as well as collaborating with their staff and board members to truly embrace the credit union and their values. We spent time in the local community, digesting their heritage, the landscape, the architecture and the people of the area to truly immerse ourselves into the rich history of Clonmel. The credit union was the heart of the community, we knew had to be mindful of this before any designs could begin.

Armed with in-depth information, research, and findings we set about designing these into their new brand. It was very important to retain the trust that their previous branding had driven, this needed to evolve sympathetically. We were looking at evolution rather than revolution. We wanted our designs to incorporate the evolving family dynamic, along with their region’s heritage, they really put the heart into everything they strongly believe in.

Rebranding

Introducing Clonmel to their new brand

Rather than showing a selection of new logos ideas on screen or in print, we wanted to tell the Board at Clonmel about the journey we had been on as we looked to create their logo. We also wanted a way for them to share this journey with their members. We wanted them to see how sensitively and honestly we approached their project. How deeply we invested in research, design, typography and tone – in essence, sharing our decision-making process. This video was how we invited them on our journey…

Watch the story of our rebrand journey for Clonmel Credit Union

 

 

Part 2 – The rebuild and fit-out of the credit union

Initial design concepts

The Rebuild

The banking hall

The next stage in our journey was to redesign the Clonmel Credit Union branch, incorporating their new branding into their exterior, entrance, banking hall and meeting rooms.

Armed with the new brand, research of the surrounding area, community input and knowledge of the history of Clonmel, we knew this needed to continue into a modern, inviting new space, whilst keeping the tradition of the physical fabric of the building.

The new colour scheme echoed their branding, which was designed to ‘bring the outside in’. The materials chosen were sensitive to the local surroundings, and where possible, all locally sourced.

The flow of the traffic through the banking hall, to the member’s desk, and along to the teller desks was carefully researched and planned and the meeting rooms were sympathetically placed around the edges of the hall.

The REBUILD

The lending offices

The theme continued into the four lending offices, which were each singled out to display a specific topic: Clonmel’s environment and landscape, sports and culture, heritage and community history. They continued with the theme of a famous Irish poem running through them, as well as reference to the famous mountain itself, Slievenamon, manifested onto the glass fronts and doors.

The building work was started by local craftsmen and tradesmen, which was unfortunately halted when Covid-19 struck in 2020.

The work progressed as best it could following the lift of restrictions caused by Covid, and with Cennox there to support along the way, the redesign was finally completed true to the initial designs in 2022.

Part 3 – Did the project achieve its goals?
The outcome

The final part of our journey with Clonmel Credit Union was to see the results. With the new branding and the banking hall and offices completed, did this project achieve what it set out to achieve?

The answer is a resounding yes! The credit union is now attracting a younger demographic which was in decline before the rebrand. This could be due to the welcoming environment and fresh new look in-branch. The credit union also boasts a rise in larger business banking members, which shows a professional looking outfit with guaranteed trust has attracted them.

The new technologies integrated into the branch to help staff work more efficiently, allowed them to also spend more time out front, engaging with members the moment they entered the building. This transformational uplift in customer service has been warmly welcomed by staff and members alike.

Finally, Clonmel Credit union has expanded its product and service offering, which makes it appeal more to a broader spectrum of the community.

Our objectives achieved

  1. For their credit union to remain central to the needs of the community.
  2. To attract and reconnect several missing demographics of members.
  3. To deliver their services more efficiently by adopting new technologies.
  4. To provide an environment which improves how staff and members connect.

A great project, from start to finish!

Watch Clonmel’s transformational journey