OnPoint Community Credit Union - Kroger

ONPOINT COMMUNITY CREDIT UNION -
24 BRANCHES WITHIN KROGER SUPERMARKETS

Delivering brand continuity across 24 unique existing conditions

In 2021 & 2022 HBX helped drive OnPoint Community Credit Union’s expansion into 24 Kroger Supermarkets across Oregon & Washington. Faced with tight timelines and budgetary constraints, we needed to adapt as much of the the existing conditions of the branches as possible while delivering a consistent and elevated brand experience. Of the 24 branches, only 25% had meaningful design overlap — resulting in considerable variation from branch to branch.

As with our other OnPoint Community Credit Union projects, our largest design moves centered the idea of hotel-inspired hospitality, most clearly articulated in the re-imagining of the teller row, removing visual and physical barriers to offer an increased sense of hospitality and warmth.

CLIENT

OnPoint Community Credit Union

LOCATION

Oregon & Washington

YEAR

2022

INDUSTRY

Retail

Within the existing conditions, each of the 24 branches needed to incorporate three keystone functions: an interior connection to the Kroger, a welcoming teller row and a suite of semi-private work spaces for OnPoint Community Credit Union employees to meet with members.

It’s paramount to the brand that every person feels welcome as soon as they step into an OnPoint Community Credit Union. To achieve this, we carried our hotel-inspired teller rows — open, non-crenellated and clean — which beckon members to approach with a visual promise of hospitality.

A WELCOMING TELLER ROW

KeySTONE Component

SEMI-PRIVATE WORKSPACES

KeySTONE Component

To best serve members, OnPoint Community Credit Union team members need spaces to invite members to have intimate conversations about their financial needs. Meeting this need requires a mindful balance between openness and privacy, as well as the existing conditions of each space.

Each branch has a unique interior entrance from the Kroger Supermarket it is housed in. To make the most of the retail positions, we emphasized signage and sign bands, with multiple angles and approaches that achieve brand recognition. Although not all pictured, each branch is also outfitted with an exterior and branded ATM machine.