OLYMPIA, Wash. -Washington State Employees Credit Union (WSECU) has literally dressed up its brand by launching a new employee apparel program. WSECU employees throughout the state will now be sporting shirts embroidered with the WSECU logo. "We made the move because we want to make it easy for members to identify staff, find them approachable and friendly and feel confident in the professionalism of their credit union," said WSECU Vice President of Public Relations Ann Flannigan. "The concept of `Casual Friday' had sort of begun to slip into `Casual Everyday' here over time and it was important to us that our appearance matched our outstanding service." WSECU provided an initial stipend for each employee to purchase several outfits provided by Lands End. The selection ranges from polo shirts, blouses, oxford shirts, and blazers to twin sets, t-shirts, sweaters and maternity wear. Staffers can choose from nine coordinating color choices. Future plans include an annual stipend for clothing replacement and incorporating Lands End gift certificates into employee reward programs. According to Flannigan the apparel is yet another layer of the over $1 billion credit union's branding efforts to making each member's experience memorable. It also helps reinforce a sense of unity and community within the credit union. "We wanted a program with lots of options," Flannigan said. "The final product is not so much a uniform as it is a general WSECU `look.' It provides a range of flexibility for the employee in terms of style and color choices, while at the same time, allows us collectively to present a great-looking image to the community." Flannigan says it is important to note that the new dress code isn't just for front-line employees but is all-inclusive from the CEO and senior management team down.