Alliant Wins Visual Design & Branding Category, CU Digital Experience Report

Alex Jimenez

December 17, 2021


The 2021 Credit Union Digital Experience Report provides a snapshot of key industry trends and a heuristic review and ranking of the user experience at the largest 50 credit unions by asset size in the United States. The report is the result of comprehensive review of each organization’s digital presence. We rated each credit union’s public marketing site according to six key dimensions of the experience:

  • User Experience (UX)
  • Analytics and SEO
  • Key Features and Functionality
  • Visual Design and Branding
  • Content
  • Digital Marketing


Visual Design and Branding Category

For the Visual Design & Branding category, we evaluated each site on the following criteria:

  • Typography
  • Color Palette
  • Illustrations/Infographics
  • Iconography
  • Imagery
  • Video/Animations
  • Consistency


Our review identified five credit unions that stood apart from the rest. The Visual Design and Branding winners are:

  1. Alliant Credit Union
  2. Wings Financial Credit Union
  3. Eastman Credit Union
  4. Teachers Federal Credit Union
  5. Members First Credit Union (Redding, CA)


As expected from top Credit Unions, the visual design quality overall was high. However, there is still room for improvement, especially when it comes to a consistent design system across digital channels and beyond.



Alliant scored the highest single score on any category due to its excellence in design. The site’s iconography was one of the very few items we scored as a perfect 5 (most innovative) throughout the report. Other high scoring areas included the consistency of the design system, typography, use of color, and illustrations.



Wings Financial’s design system is clear and consistent. We like their use of their name as a visual design element. Colors are clear indicators of what is clickable and what is not. Icons are duo-toned and custom to the brand. Typography choice is modern, but rounded, allowing for a friendly experience.


Third Place:

Eastman’s strong showing came due to excellent iconography, micro-interactions, strong use of video, and typography.


Fourth Place:

There is much to like in Teachers’ site design. We particularly focused on their custom iconography. Their page flow is simple and easy to read. The photography has an illustration overlay, adding a friendly touch to the experience. The typography choice is consistent, bold, and simple.


Fifth Place:

Members First (Redding, CA) shows that good design isn’t limited to the big boys. We like their use of micro-interactions while flowing through the site. Typography is modern and easy to read.


Congratulations to all the winners!


To learn more about the findings in the report, download the 2021 CU Digital Experience report.


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