Broadview Federal Credit Union
Building a unified digital presence after a merger
OVERVIEW
Following the merger of two New York capital region credit unions—SEFCU and CapCom—to form the Broadview Federal Credit union, creating a unified digital presence was a top priority. Tenet Partners led the creation of the Broadview brand, and then the organization turned to us once again to create a cohesive website that would fully embody the new brand identity.
HOW WE HELPED
Proven best practices developed over years of comparable engagements served as the basis of Tenet’s comprehensive, strategic approach to the assignment. This was more than a simple redesign of an existing site—it needed to fully support Broadview’s business strategy and make the most of the credit union’s new brand.
Digital strategy: Our team began by crafting a robust digital strategy that aligned with Broadview’s brand vision and business goals. This strategy provided a clear roadmap to the harmonization of the two legacy websites with unique navigation, content and customer experiences, ensuring consistency and alignment across all digital touchpoints.
Information architecture and content analysis: We meticulously structured the website’s information architecture to enhance navigation and the user experience. Thorough content analysis was conducted to ensure relevance, clarity and consistency in messaging.
Wireframes and component library: Wireframes were designed to help visualize the layout and functionality of key pages, while a digital component library was developed to maintain design consistency and facilitate efficient updates.
Visual and experience design: Our visual design team created a modern and engaging aesthetic that reflects the distinctive Broadview identity. Working concurrently, the experience design team focused on user-centric principles, ensuring intuitive and seamless interactions.
Content development and integration assistance: Using the verbal platform that was part of the Broadview rebrand as a starting point, the team crafted compelling content that would resonate with Broadview’s diverse audience. Additionally, we provided integration assistance to ensure smooth implementation of new content, UX features and functionalities.
Page-level design and project management: Each page was carefully designed to ensure a cohesive look and feel. Throughout the project, our dedicated project management team ensured timely delivery, quality assurance for content and seamless coordination among stakeholders.
OUTCOME
The new Broadview website is a testament to the power of strategic UX design and execution. By integrating SEFCU and CapCom’s strengths into a single, unified platform that fully expresses the brand, we created a digital experience that not only reflects Broadview’s new identity but also enhances member engagement and satisfaction. At the same time, we created the tools, resources and knowledge needed to carry the site into the future, empowering Broadview to evolve its online presence going forward.
By tapping into our development, visual, verbal and strategic strengths, this project exemplifies Tenet Partners’ expertise in delivering comprehensive digital solutions that drive success.
