Services

Brand

• Naming
• Brand Development
• Lifestyle Graphics

Design

• Interior
• Retail Store Design

Retail

• Merchandising
• Digital Signage

Build

• Construction Management

Culture

• Ready, Set, Open
• Credible Sales Team Leadership
• Brand Launch Training

Situation

AEDC Federal Credit Union, built in 1951 to serve the Engineering Center at Arnold Air Force Base, came to NewGround with a 10 year strategic growth plan for becoming the dominant credit union in Middle Tennessee. With 13 branches in seven counties, they found existing membership had little understanding of what the AEDC acronym stood for, and would have little impact as they moved into the larger market. They needed a new name, brand, and brand-infused branches to launch their plan of action to fuel growth.

Solution

Leveraging AEDC's aeronautical heritage, NewGround transformed the financial institution to ASCEND FEDERAL CREDIT UNION. Using the theme of taking flight, NewGround developed a brand that demonstrated ASCEND could raise the possibilities for members and help them achieve their goals. The brand was infused in the retrofit of their existing branches, main office, and the new branch NewGround designed and built for market entry in Murfreesboro, TN. The ASCEND concept was incorporated into the interiors through the use of aircraft materials. NewGround also worked with ASCEND to create and deliver a customized education program to all of their employees on what the new brand means and how it should be conveyed and demonstrated to members. ASCEND's newly branded facilities now reflect who they are, where they're headed as an organization, and the companies and members they serve.

SCOPE:
New Branch Office
Retrofit of Existing Branches

SQUARE FOOTAGE:
7200 square feet –
New Branch Office

COMPLETION:
February, 2007

Results

Construction of a pilot location (Victory Station) of the design solution was completed and the grand opening was held in April 2007. In the five months since its opening, Victory Station realized new household growth increased by 8.28%. The annualized profit of households within a 3-mile radius of Victory Station increased 4.50%. Annualized deposit growth increased 10.30% and annualized loan growth increased 13.90%. In addition, the number of services cross sold into these households increased at an annualized rate of 21.5%.