Arize FCU

When SPE FCU was ready to evolve beyond its single-sponsor legacy, EmpowerFi led a complete transformation — renaming, repositioning, and redefining the institution as Arize. The result was not just a new name, but a bold, future-focused identity designed to inspire growth and attract the next generation. PWCampbell translated that vision into a flagship retail environment — bringing the Arize brand to life in physical form.

Building the Brand

EmpowerFi led the full renaming and rebranding initiative — transforming SPE FCU into Arize FCU to signal momentum, visibility, and forward-thinking leadership.

Grounded in the mission to “inspire people to change the way they think about finances”.

The shift from green to a bold orange-magenta spectrum was intentional — signaling energy, optimism, and modern relevance in Central Pennsylvania’s crowded financial market.

Designing the Experience

With the brand firmly established, PWCampbell brought it to life through a ground-up flagship prototype branch in State College, PA.

From color-blocked walls to glass treatments featuring the brand mark, and interactive iPads to digital signage communicating energy savings, the space reflects the vibrancy and optimism embedded in the brand system.

The result is sleek, modern, and unmistakably Arize.

Brand Guidelines

Community Room

Teller Line

Lobby

History Wall

EmpowerFi™

A new value proposition and strategic brand positioning
The C.L.E.A.R. core values framework
A complete visual identity system including logo, typography, iconography, gradient treatments, and bold color architecture
A vibrant color palette of oranges, yellows, and magenta designed to differentiate in a blue-and-green-saturated market
Unique design elements became signature brand motifs
A comprehensive brand guide to ensure long-term consistency

PWCampbell

Demographic analysis and strategic site selection
Branch optimization and architectural design
Interior design and branded environments
Construction and pre-construction management
Integrated technology solutions and digital signage
Sustainability initiatives, including a solar field to reflect Arize’s forward-thinking ethos

Together we're better:

From Brand to Build

EmpowerFi defined the identity. PWCampbell built the embodiment.

Because the brand system was thoughtfully developed — complete with environmental-ready color theory, graphic elements, and positioning clarity — PWCampbell had a powerful foundation to translate into architecture, materials, lighting, and technology.

The outcome is a cohesive experience where:

Brand values are visible in space
Messaging aligns with physical design
Technology reinforces forward momentum
Sustainability supports brand credibility
Members experience consistency from marketing to branch

Since the transformation, Arize has experienced:

Assets doubled
Loan growth exceeding 130%
Loan-to-share ratio grew by 14%
7x net income growth
Average member relationship increased from $20k to $36k
Membership growth improved from -8% decline to a sustained YOY average growth of 2.2%