Art May be in the Eye of the Beholder, But Are CUs Blind to its Possible Value?

WEST PALM BEACH, Fla. – Is there a place for original artwork or even a mural at credit unions? While experts agree that certain images can create or enhance an emotional pull in members, the jury is out on commissioning original artwork. Some say “are we a credit union or a museum?”, but others like NewGround President Kevin Blair say credit unions would be wise to incorporate more original art in their branches. “I think the credit union industry as a whole doesn’t understand the general nature and impact art has in a retail space and it can either enhance a brand or detract from it,” said Blair. “If it is done well, a customized piece of artwork will be the visual representation of the credit union’s brand and reinforce everything that the credit union believes in and it is a very subtle way to tie that brand image together for the members.” Blair cautions credit unions not to just have a meaningless image such as a standard skyline or a bland piece that blends into the dcor. “If that is the case it may be better to not have any art at all because the result will be that it not only doesn’t help but it can actually distract from the image or message the credit union is trying to get across,” said Blair. “Any artwork that is used must support who the credit union is. It gets very complicated and is a much larger issue than just placing some piece of art on the wall particularly with brand identification being so vital to positioning in the marketplace. Here’s a look at how some credit unions have taken artistic expression to a whole new level: [email protected]