Local Feel, Universal Functionality
Genesee Co-op Federal Credit Union
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overview
From Best-Kept Secret to Visible Community Anchor
Genesee Co-op Federal Credit Union (Genesee Co-op) is more than a credit union. It’s a financial justice movement built on relationships and community trust. Friday worked closely with Genesee Co-op’s team, members, and board to shape a brand rooted in community and a digital experience that puts both Genesee Co-op’s services—and warmth—online.
challenge
Genesee Co-op built trust one neighbor at a time. They needed a website and brand that consistently conveyed that care across audiences and devices.
insight
Genesee Co-op’s community includes members who join because they believe in cooperative finance and others who arrive because traditional systems failed them. The brand had to honor both entry points. And while relationships were strong, their services weren’t always clearly structured or visible. The opportunity was to translate community trust into digital clarity, making their equitable products easier to understand, navigate, and access.
solution
Friday partnered with Genesee Co-op to codify what makes them different—and make it visible through a brand system and website, including values-led messaging, vibrant design, and user-centric UX built to welcome, empower, and connect. The result is a digital presence that welcomes mission-aligned members, supports those seeking financial stability, and clearly communicates how cooperative banking works—and why it works better.
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