F. BECU Flagship Financial Center Environmental Graphics: As BECU’s longtime retail strategy partner, we oversee the expression of their strong and well-articulated brand throughout their 40+ retail locations around Puget Sound and Spokane, WA. Their cooperative headquarters and flagship retail space, located in Tukwila, WA, is currently undergoing a total renovation. We were engaged to develop and execute the brand expression for both the interior and exterior. Our objective was to create a space that is not only about financial transactions, but also inspires possibilities.
We conducted intercept interviews to understand how members used the spaces, which services they found helpful, and their unique needs for the environment. We then developed a comprehensive Visitor Journey Map that ensured target personas were being considered in the design. We created a vision for the space, IMAGINE, and collaborated with internal and external project teams on execution. Nearly every touchpoint was addressed, from retail impression walls, waiting areas and wayfinding, to employee workspaces. We also created a digital experience with motion graphics and an educational touchscreen.
In recent follow-up interviews, members reported a greater sense of comfort as a result of the vibrant features and personal touches throughout the space, a substantial improvement in traffic flow, and more efficient interactions with staff due to unobstructed sightlines and improved wayfinding. Most importantly, many described how much the transformation conveyed BECU’s appreciation for their members. With the project nearing completion, our partnership with BECU continues as we identify ways of extending the design aesthetic to other retail locations.
