The New Community Bank – It’s Hip, Transparent and ‘Green’

Jul 8, 2015

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Pioneer Federal Credit Union incorporates casual lounge space, digital signage and branded messages in their new Broadway branch.

Pioneer Federal Credit Union is taking the meaning of community to new levels.  A new branch bank on Broadway Avenue in Boise reflects PFCU’s recent rebranding with fresh new colors and new marketing strategies to literally bring the community into the bank. Pioneer Federal wanted a space that is open and fresh – a place where people can hang out, access WiFi, and even host a community meeting or event.

Note:  CSHQA provided interior design services, including room layouts, signage and wayfinding, custom lighting fixture design, furniture selection including teller station design, interior finishes, and exterior color branding for the new building.  Architecture design and engineering were provided by others.

A key strategy is to be visible to the customer.  Offices, meeting rooms and the children’s area are enclosed with glass walls.  The exterior walls have large windows, opening the space to see in and out, and to bring in abundant natural light.  This physical transparency supports the concept of banking and financial transparency. 
The second strategy is to be closer to the customer.  This meant removing traditional barriers between teller and clients, and inviting clients to enjoy the bank as an amenity, not just a place to rush in and out on an errand. 
Upon entry, clients are greeted at the door and entered into a digital queue.  Rather than stand in line they can wait in the lounge and have a cup of coffee. The teller then calls clients by name to the teller counter.  For this concept to work, the tellers must be visible, yet private.  They are located to the back of the main central space. Wayfinding is integrated throughout to clarify the layout.
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Custom designed teller stations

A third strategy is to align the style and ‘feel’ of the bank with its clients.  Bright green is one of PFCU’s new branded colors.  It is bold, fresh and youthful.  The credit union hopes to attract many of its customers from nearby BSU and the younger and professional demographic groups in the local neighborhood.  The rounded architecture of the building is reflected in the interiors with curved walls and a combination of curved and multi-faceted shapes in finishes and décor.

Proving their commitment to community, Pioneer Federal added a very special amenity:  a large meeting room built specifically to offer meeting space to the community.  The meeting space includes an integrated kitchenette and the restrooms remain accessible when the remainder of the bank is locked.  The curved space hugs and outer wall and like the spaces, the interior wall is full-height glass. 
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PFCU community meeting room

Elizabeth Thomas, VP of Marketing for PFCU comments “People like the change and the vibrant, energetic colors.  The work space functions efficiently and is comfortable for the team members to work anywhere in the branch.  They enjoy the credit union and its high tech look and are proud to promote their credit union branch.”

Nicole Cecil, NCIDQ, ASID, LEED AP ID+C is the Project Manager and Design Leader of CSHQA’s Interior Design Studio.  She has nearly 20 years of experience in matching materials and finishes to her clients’ aesthetic style, business needs and project scope.  Her expertise spans many markets including retail, commercial office, healthcare, high-end residential and restaurant. 

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