Brand Art Direction
First Entertainment Credit Union
First Entertainment Credit Union is uniquely positioned as banking designed for creators — from cinematographers and sound engineers to producers, writers, grip-hands, and beyond. With the guiding promise “Your Story Matters,” the brand speaks directly to the people behind the scenes of entertainment. Over my time there, I helped translate that mission into tangible, consistent brand experiences across print, digital, environmental, and event touchpoints — translating the spirit of creativity and storytelling into design systems that could live in the real world.
As part of a follow-up brand refresh in 2020, I redesigned the logo ahead of First Entertainment’s high-profile partnership with the Los Angeles Lakers. This updated identity — now featured across all branches, member materials, and debit/credit cards — reinforced the brand’s visibility and positioned the credit union as a strong cultural partner in Los Angeles.
2018 Rebrand
In 2018, the credit union adopted the “Your Story Matters” positioning to deepen its connection with entertainment industry professionals. My role was to take that new identity and roll it out across every branded digital and print asset: member-facing collateral, ID tags, TV screens, kiosks, in-branch, signage, event materials and presentations, environmental graphics — anything carrying the logo or mark. Because the initial branding agency’s work was incomplete, I interpreted and stabilized the visual language and curated brand imagery while ensuring consistency across various print and digital mediums. The goal was to make the brand feel embedded in the creative community from day one.
2020 Rebrand
By late 2019, leadership had shifted, and the brand’s ambitions had expanded to include a high-profile partnership with the Los Angeles Lakers and Anthony Davis as an ambassador, positioning sports within the financial entertainment brand.
As Art Director, I was charged with developing a new logo for First Entertainment by the team’s CMO. In tandem with the brand’s logo updates, I created event graphics, relaunch presentations, marketing collateral updates, credit card designs (including a Lakers-affinity card), and environmental branding for the launch. Although the sports partnership proved short-lived, these efforts pushed the brand into new visual design territory.
