We partnered with PGCFCU to deliver a brand refresh that honored their legacy tree logo while building a modern, scalable identity for today’s members.

Overview

PGCFCU is a trusted, member-owned credit union that has served Prince George’s County, Maryland since 1967. Built on a foundation of community service, financial empowerment, and integrity, the credit union supports families, employees, and businesses with an emphasis on personalized, accessible banking. Their iconic tree logo symbolizes the values of growth, rootedness, and local pride.

Challenge

As the credit union approached a public-facing merger event and continued to scale its presence in the region, leadership recognized the need to unify its brand across platforms. While the purple and green color palette and tree emblem were well-loved in the community, inconsistencies in font use, file formats, and modern application were creating challenges for marketing and outreach.

Our Approach and Solution

Black Digital led a multi-phase branding engagement beginning with discovery and research. We conducted stakeholder sessions, reviewed peer credit union brands, and gathered feedback from staff and community members.

From there, we refined the brand’s visual DNA—modernizing the tree logo, optimizing the typography, and enhancing color clarity. We preserved the symbolic strength of the purple and green while introducing updated fonts and scalable formats to ensure consistent application across platforms.

Client Impact

PGCFCU now has a polished and flexible identity system that maintains community recognition while enabling brand consistency. The refreshed look debuted publicly during the Greenbelt FCU merger celebration in August 2024, marking a milestone in the credit union’s growth. The branding played a role in reinforcing PGCFCU’s credibility, as the organization was recently named one of the nation’s Top 100 credit unions by S&P Global.

Internally, brand management is now more efficient with centralized templates, tools, and visual consistency—ensuring every member interaction reflects PGCFCU’s commitment to excellence.