When People First Federal Credit Union was established in 1950, its purpose was to help Mack Truck employees realize their hopes and dreams. All these decades later, People First is still doing that for people all across the Lehigh Valley while giving back to the communities they serve. We worked with them to create an aspirational new positioning and brand promise that lifts them above the transactional. The logo was tweaked. New brand elements were designed to create a dynamic look. Everything from colors to typography to photography was rethought and reimagined. The brand makeover is helping People First to expand beyond the Lehigh Valley while continuing its mission of putting people first always.