CU's name becomes community art
LAFCU selects five artists to paint CU's letters.
LAFCU is celebrating its 80th birthday in a big way.
The $630 million asset credit union has transformed a series of six-foot letters representing its name into a community art project.
“The artists took it to another level of community involvement and engagement,” says Kelli Ellsworth-Etchison, senior vice president of marketing at the Lansing, Mich.-based credit union. “We’re saying, ‘These are your letters. This is you. You built LAFCU.’”
Artists from around Michigan submitted designs. The credit union selected five artists to each paint one of the letters, which are made out of a dense Styrofoam-type material. Themes depicted on the letters range from a photo shoot of LAFCU’s mascot, LAFF-E the Cow, to a representation of the two sides of Lansing—the state Capitol and the community.
LAFCU unveiled the completed letters this summer during a jazz and blues concert in downtown Lansing.
“It turned out way better than I expected,” Ellsworth-Etchison says. “They transformed those letters.”
Weather permitting, throughout the rest of the year the credit union plans to take the letters to LAFCU-sponsored events—such as minor league baseball games, a family movie night on the state Capitol lawn, and an Oktoberfest celebration—as well as to some of its nine branches. Credit union staff take photos of the letters with people attending the events and post the images on LAFCU’s social media accounts.
“People definitely notice the letters,” Ellsworth-Etchison says. “They’re hard to miss.”
With LAFCU’s 80th birthday celebration coming to an end, Ellsworth-Etchison says the credit union is exploring whether to return the letters to the original corporate blue color or involve the community in another project.
“Right now we’re having so much fun with the letters, we might do something different next year,” she says. “It’s fun to have others involved in the process.”