ART DIRECTION | REBRAND + MARKETING
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 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 shifted and the brand’s ambitions expanded — including a high-profile partnership with the Los Angeles Lakers and Anthony Davis as an ambassador to position sports within the entertainment brand. As Art Director, I took on responsibility for evolving the brand system: advancing updates to the brand book, refining digital-to-print color fidelity, and redesigning the logo, which remains in use today. I also created event graphics, relaunch presentations, marketing collateral, credit card designs (including the Lakers-affinity card), and environmental branding for the launch. Although the sports partnership proved short-lived, these efforts pushed the brand into new territory — testing its consistency, flexibility, and ability to thrive in real-world applications.
