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Lighthouse Credit Union

From Northeast to Lighthouse—a brand built to lead.

2025 Webby Award Winner: Best Website – Financial Services

For 80 years, Northeast Credit Union had been a trusted financial partner—but its name and brand were holding it back. In a sea of regional financial institutions, “Northeast” was too generic, missing the mark on what really made them different: a relentless commitment to guiding members down their unique path toward financial wellness.

As members’ needs grew, so did their expectations. And with ambitions to expand beyond the Northeast, the name and the vision no longer added up. The credit union needed a bold refresh—one that earned attention, strengthened member trust, and built a future-focused brand that felt both deeply personal and practically useful.

Industry

Services Provided

The Big Idea

A bright future, together.

Lighthouse is more than a credit union—they’re a guide, helping members navigate every step of their financial lives, from everyday banking to life-changing decisions.

They recognized that the credit union of the past wouldn’t carry them into the future. Together, we built a unified brand experience rooted in relevance, flexibility, and member trust—telling clear, emotionally resonant stories that reflect their values and deepen engagement across generations.

Illustration of a family moving into a new home, symbolizing financial growth and stability, created for Lighthouse Credit Union’s rebrand by Anchour, a leading credit union branding agency.
Silhouetted man standing on a mountain peak at sunrise, representing financial empowerment and clarity, part of Lighthouse Credit Union’s rebranding campaign.

Approach

The path forward

To help Lighthouse lead the next chapter in credit union innovation, we reimagined how they connect with members at every point of their financial journey—from onboarding through lifelong loyalty.

They needed more than a bold rebrand—they needed a scalable, future-ready system. One that could deliver tailored, high-impact messaging across channels while staying grounded in their mission.

Grid of vibrant illustrations representing key financial milestones—home ownership, digital banking, travel, and savings—used in Lighthouse Credit Union’s marketing campaign.

Strategy

A new name. A clearer mission.

Research revealed two major challenges: The name was a barrier, limiting growth and failing to reflect the credit union’s deeper mission, and members craved emotional connection, seeking a partner who understood their challenges and provided real, accessible solutions.

With these insights, we built a strategy that blended emotional impact with practical value—a brand platform designed for lasting growth and deeper member trust.

Graph showing Lighthouse Credit Union’s new name outperforming its previous brand, Northeast, across all implicit brand attributes—highlighting the impact of strategic credit union branding.

We led a research-driven process with System1 to find a name that truly reflected the credit union’s mission—Lighthouse Credit Union emerged as the perfect fit.

Identity

Branding for what’s next

As a financial services branding agency, we designed Lighthouse Credit Union’s new identity to break through the noise—bold, vibrant, and deeply human. With striking illustrations, an optimistic color palette, and a focus on tangible, real-life moments, every element reinforces its promise of guidance, care, and community impact—making Lighthouse impossible to miss.

Lighthouse Credit Union outdoor billboard featuring brand colors, lighthouse illustration, and tagline “Good lights the way,” showcasing Anchour’s creative marketing work for financial institutions.
Visual breakdown of Lighthouse Credit Union’s logo concept, illustrating the brand’s core values of guidance, optimism, and forward movement—developed by Anchour, a credit union branding agency.
Illustration of older adults embracing near a lighthouse at sunset, symbolizing trust, care, and connection—reflecting Lighthouse Credit Union’s brand voice: clear, confident, smart, and caring.
Branded Lighthouse Credit Union tote bag featuring modern geometric shapes in purple and gold, showcasing bold credit union brand design created by Anchour.
Set of Lighthouse Credit Union promotional posters for savings, auto loans, and credit—demonstrating vibrant, accessible financial marketing that puts members first.
Branded poster and modern business cards for Lighthouse Credit Union featuring the new identity system—part of a full-service rebrand led by Anchour, a credit union marketing firm.
Overview of Lighthouse Credit Union’s brand identity system including logo usage, color palette, typography, gradients, and debit card design—developed by Anchour, a credit union branding agency.
Printed Lighthouse Credit Union brand guidelines booklet featuring vibrant cover design and tagline “Good lights the way,” created as part of a comprehensive credit union rebrand.

Website

A Webby-winning digital experience.

The Lighthouse website was designed to meet members where they are and guide them toward their financial goals with clarity and confidence. By combining practical tools with benefit-driven content, it reinforces Lighthouse as a trusted guide. More than a digital presence, the site sets Lighthouse apart in a competitive market where ease and trust are paramount.

Lighthouse Credit Union website homepage on a laptop screen, showcasing member-first messaging and a modern digital banking experience designed by Anchour.
Lighthouse Credit Union Instagram Story ad featuring branded debit card and messaging about the rewards of purpose-driven banking.
Social ad promoting Lighthouse Credit Union’s mission, featuring a coastal lighthouse illustration and the tagline “Start making an impact today.”
Illustrated ad showing a home under renovation with messaging “Do more with your money,” part of Lighthouse Credit Union’s digital marketing campaign.
Lighthouse Credit Union ad promoting 1% cashback on debit spending with the headline “Earn more to give more” and a branded debit card design.
Instagram ad highlighting Lighthouse Credit Union’s 1% cashback debit program, part of their rewards checking campaign.
Ad creative showing a young family moving into a home, promoting the idea that “Banking that’s good for you, good for all” with Lighthouse Credit Union.
Illustration of two people hiking at sunset with Lighthouse branding and the tagline “Banking that’s good for you, good for all”—promoting values-driven financial services.
Lighthouse Credit Union ad promoting 1% cashback with the option to keep or donate rewards, featuring debit card design and hikers at sunset—part of a mission-driven financial branding campaign.
Illustration of a diverse neighborhood with families, moving boxes, and pets, representing community-centered credit union values and smart financial decision-making.
Two digital mockups of Lighthouse Credit Union web pages promoting mobile banking and auto financing benefits, showcasing conversion-focused design for financial services.
Lighthouse Credit Union mobile website on a phone, with the CTA “Let’s Make Impact,” illustrating member-focused digital banking experience and purposeful financial branding.

Campaign

Weathering the storm

We created animated campaigns in collaboration with Giant Ant that centered Lighthouse’s members as the heroes, celebrating life’s moments and showcasing how the credit union empowers its members to thrive. With mission-driven messaging and a distinctive, category-defining style, these campaigns not only stood out—they drove an 11-point brand lift and a 10-point increase in purchase intent, making Lighthouse the top choice for those seeking financial clarity and community impact—backed by a credit union marketing agency that understands how to turn mission into momentum.

Vibrant illustration of families gathered along a peaceful lakeside neighborhood, reinforcing Lighthouse Credit Union’s focus on local community, wellness, and lifestyle.
Illustration of a lighthouse casting its beam over a rugged shoreline at dusk, symbolizing Lighthouse Credit Union’s promise of clarity, guidance, and trustworthy financial support.
Family carrying boxes and plants outside a suburban home, symbolizing growth, financial independence, and member support at every stage—designed for Lighthouse Credit Union branding.
Serene landscape of rocky cliffs and pine trees at sunset, representing natural beauty and metaphorical financial guidance, used in Lighthouse Credit Union’s brand imagery.
Serene landscape of rocky cliffs and pine trees at sunset, representing natural beauty and metaphorical financial guidance, used in Lighthouse Credit Union’s brand imagery.
Winding trail through a dense forest at golden hour, representing the member journey and Lighthouse Credit Union’s role in helping people find their financial path.

The results

The rebrand and ongoing campaigns helped position Lighthouse as a true leader in the financial space—earning trust, driving growth, and beating industry benchmarks across the board:

40%Increase in brand awareness

123%Faster membership growth than the industry average

20%Increase in digital engagement

50%Increase in home equity loans

“Our partnership with Anchour was a true collaboration built on a shared vision and a commitment to innovation. From strategy to design, they created a fresh identity that reflects our dedication to members, our community, and the values that drive us. Through thoughtful storytelling, bold visuals, and a member-first approach, they successfully delivered a brand that not only honors our legacy but also positions us for the future. The success of the rebrand is a testament to the power of a strategic partnership, creative excellence, and a shared passion for making a lasting impact.”

– Ryan Grace, VP, Brand

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