CLIENT
State Employees Credit Union
INDUSTRY
Financial Service
SERVICES
Content Governance
Brand Guideline
UX Writing
BACKGROUND
State Employees Credit Union (SECU) is North Carolina's largest credit union. As a not-for-profit financial institution, SECU has been helping 2.6 million members make better financial decisions since 1937.
THE CHALLENGE
SECU excelled in providing warm and human in-person customer service, but this experience wasn’t mirrored in its digital presence.
To grow its customer base and enhance customer experience today, SECU needed a digital overhaul and guidelines to guide its content and brand development.
THE GOAL
Design and develop a modern, streamlined digital experience that educates users about SECU's financial services and offers an easy sign-up process.
Establish a warm, trustworthy brand personality that reflects SECU's long history and excellent services.
Equip SECU teams with the tools to create and maintain high-quality content across the organization.
MY ROLE
Apart from being the content designer who helped bring SECU’s new website to vision, I also identified opportunities to enhance the brand’s tone & voice and content coherence across all channels.
The outcomes ensure consistency and efficiency across the client’s future content creation, serving as the foundation of its long-term success as a trustworthy institute.
Outcome 1: Brand Guideline
The Brand Guideline was created to help the SECU team write more effectively and consistently. Content includes writing guidelines, review checklists, tone and voice examples, word banks, terminology lists, and accessibility best pratices.
Outcome 2: Content Governance
The governance plan is a comprehensive document designed to guide internal stakeholders in managing content development within the brand ecosystem. It outlines ideal processes and provides detailed recommendations for future content creation and management.