HawaiiUSA FCU — Mark Dean Guillermo

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The old HawaiiUSA logo was showing its age. The sunburst lacked structure, and next to the original wordmark it didn’t read well at smaller sizes.

Working with Aidia Marketing, I refined the sunburst and wordmark so they finally felt like one piece. Then I built the system around them: color palettes, a type system and full brand guidelines. The guidelines show the brand on signage, stationery, print and online ads, email marketing and the website.

The guidelines were the real deliverable. We built them so HawaiiUSA’s in-house creative team could run with the brand on their own. They did: the team 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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