HawaiiUSA FCU — Mark Dean Guillermo

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The old HawaiiUSA mark was showing its age. The sunburst lacked structure, and paired with the original logotype it didn’t read well at smaller sizes.

Working with Aidia Marketing, I refined the logo mark and wordmark so they finally felt like one piece, then built the system around them: color palettes, a type system, and full brand guidelines showing how it all comes together on signage, stationery, print and online ads, email marketing, and the website.

The guidelines were the real deliverable. They were built so HawaiiUSA’s in-house creative team could run with the brand on their own, and they did: they produced work faster and rolled the new look out to the credit union’s new branches within a year of launch.

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