Lake Trust

Challenge / Objective

Lake Trust is a purpose-driven credit union with a deep commitment to people and community. Our goal was to express that purpose in a clear, compelling brand — one that reflects their culture, history, and impact across Michigan.

Solution

We partnered closely with the Lake Trust team to listen, learn, and uncover the stories that define the organization. Through collaboration, testing, and iteration, we shaped a brand grounded in authenticity and storytelling.

“The Power in All of Us” emerged, unifying Lake Trust by celebrating shared progress in all of our Michigan communities. We expanded the concept with Empowerment Stories — authentic member experiences unveiled across multiple touchpoints.

Result

A purpose-led brand that captures the power of community, inspires connection, and positions Lake Trust for continued impact and growth.