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Lake Trust

Challenge / Objective

Lake Trust is a purpose-driven credit union with a deep commitment to people and community. Our goal was to express that purpose in a clear, compelling brand — one that reflects their culture, history, and impact across Michigan.

Solution

We partnered closely with the Lake Trust team to listen, learn, and uncover the stories that define the organization. Through collaboration, testing, and iteration, we shaped a brand grounded in authenticity and storytelling.

“The Power in All of Us” emerged, unifying Lake Trust by celebrating shared progress in all of our Michigan communities. We expanded the concept with Empowerment Stories — authentic member experiences unveiled across multiple touchpoints.

Result

A purpose-led brand that captures the power of community, inspires connection, and positions Lake Trust for continued impact and growth.

Modern building facade with "Lake Trust" sign on rustic wooden paneling, accented by glass windows and brickwork against a clear blue sky.
Logo for Lake Trust Credit Union with "Lake" in blue, "Trust" in green, "Credit Union" in smaller blue text below, and stylized blue and green waves.Text logo on a white background reading "LAKE TRUST" in all caps. "LAKE" is in blue, and "TRUST" is in green, conveying professionalism and trust.
A father and son share a joyful moment outdoors. The son holds a basketball, and both are smiling. Text overlay reads, "The Power in All of Us."A collage of slides from a brand standards and style guide on a blue background. It features text, charts, color palettes, logos, and lifestyle images.
Blue serif letters in the alphabet from A to Z are displayed in four rows on a white background. Text reads "Custom Typography – Lake Trust Serif."A tall lighthouse stands near sandy dunes and calm water under a vibrant sky. Driftwood rests on the shore, conveying a serene, coastal vibe.
A serene beach with sea grass in the foreground and calm waters in the background. Overlaid text discusses unity, empowerment, and community support, ending with "Lake Trust." Watch on Vimeo: “Lake Trust Video ” Logos of various Lake Trust services and programs, including financial planning and checking, arranged in rows on a white background. Prominent "Lake Trust" logo centered below.
A collage of diverse images: a couple in a wheat field, children on a bed, a serene bridge, a happy couple, hands in soil, grapes, a sunset dock scene, friends chatting, an aerial farm view, a friendly group meeting, hiker's boots, city street crossing, veterans smiling, a graduate celebrating, hands holding truffles, autumn forest, family dining, a lit suburban house, a vintage Michigan license plate, and a colorful bird mural. The images convey warmth, nature, community, and celebration.Two-panel image: Top shows a sandy path through dry grass leading to a calm ocean under a blue sky. Bottom is a gradient of soft blues and beiges.
Smiling woman hugs a child in a bright room, conveying warmth and affection. Nearby, text discusses Lake Trust's community support efforts.
Three credit cards labeled "Lake Trust" are floating against a blue background. The cards are blue for Mastercard debit, green for Visa credit, and a gradient for Visa rewards.Collage of branded items: a gray jacket with "LT" logo, three water bottles labeled "Lake Trust," blue keychain, and phone cases with "LT" logo.
Laptop displaying a smiling person on a website about scholarships, next to text reading, "The power of education," implying optimism and support.A woman in a construction setting smiles as she holds wiring in a partially built interior. Text reads "The power of hard work." Promotes scholarships.Smiling man with glasses holds a beer at a bar, surrounded by taps and shakers. Text promotes a "New Business Resources" webinar on January 14.
Stacked brochures with a blue cover featuring the text "The power of purpose." A smiling person in casual attire is visible on the right side.An open brochure on a blue surface shows three people collaborating, with text reading "There's power in you." The right page discusses empowering communities and empathy.
Collage of diverse people engaging in community activities, gardening, and smiling. Text reads "Our mission? To reinvent the financial institution."

Keep exploring.

Explore All Work
A person in traditional Korean attire sits on a gray sofa against a wooden backdrop. Text reads "The Power in All of Us." The setting is calm and professional.
Lake Trust Empowerment Stories
A child wearing a floral shirt and a green cap rides on an adult's shoulders, surrounded by colorful geometric shapes on a white background.
LOC Credit Union
Historic Monroe Bank & Trust building facade with classic signage, a vintage clock, and a black lantern. Green leaves partially obscure the view.
Monroe Bank & Trust
Road flanked by vibrant autumn trees leads into the distance. Text overlay reads "Yeo & Yeo" with slogan "Let's Thrive," conveying growth and optimism.
Yeo & Yeo