Northeast CU Creates Signature Retail Branch Destinations

ROCHESTER, N.H. – Northeast Credit Union has taken one winning design and is building on its brand one branch at a time. The $380 million credit union’s latest 3,800 square-foot branch here is a modified version of its Dover facility designed by BrandPartners Group Inc. subsidiary Willey Brothers. The challenges of adapting the prototype took about six months from conceptual design to completed construction. “The goal was to create uniformity across all branches and draw on certain elements so that any member driving by the branch can instantly recognize, `oh that is Northeast Credit Union,’ ” said Willey Brothers Design/Build Director William Foley. “ For those older existing branches that we weren’t able to do anything with the exterior, we updated the interior with newer fixtures, merchandising and color so again the feel is still there.” A prairie style design complete with a pitched roof and red brick is an integral part of Northeast CU’s signature look, which fits in with the surrounding area which is just outside of downtown. “The branch is just south of a riverway and while close to downtown it still feels like it is out in the woods a little so we played off of that with the signature design,” said Foley. Inside, the facility features the credit union’s trademark welcome center and several zones including tellers, kiosks and an online banking center. In addition, television monitors airing news and Northeast CU promotions and lifestyle merchandising top off the branch’s retail feel. For member convenience, the facility offers four drive-up lanes and one drive-up full service ATM. The Rochester branch staff includes six tellers, two member service representatives, a greeter and a branch manager. “The client wanted members to feel welcome and the open feel along with the welcome center and lots of tellers all goes toward making members feel at home since there is always a friendly face there to greet them as they walk in,” said Foley. “We designed this branch around the retail merchandising to keep members in the branch longer by creating several destinations within the space.”