Website Refresh.
Picatinny Federal Credit Union began in 1939 as a small, single-branch credit union serving employees of the United States Army’s Picatinny Arsenal. Today, it has grown into a full-service financial institution with five branch offices serving the broader Morris County community. I had the opportunity to work closely with PFCU over several marketing campaigns, collaborating directly with their marketing director to bring their brand forward. Most recently, we partnered to redesign their decade-old website—delivering a fresh, clean, and streamlined digital experience aimed at better serving their members throughout the region.
Before
With my team we began with a thorough discovery process, including stakeholder interviews and a member survey, to ensure the new site met both internal goals and community needs. Key priorities emerged:
A clean, intuitive layout
Prominent display of rate information
Seamless integration with third-party online banking tools
Full mobile responsiveness across devices
The redesign coincided with the launch of new mobile banking apps, requiring close collaboration with the credit union’s financial services provider. I helped guide the creation of a branded app skin that aligned with the new website for a cohesive user experience.
To reinforce PFCU’s identity as a community-first institution, we replaced stock imagery with original photography featuring real members and recognizable Morris County locations—navigating COVID-era safety protocols to produce visuals that felt personal and authentic. New messaging was also developed to reflect the credit union’s approachable tone and local commitment.
Process
Branded Content
As part of the Picatinny Federal Credit Union website redesign, I led the development of a cohesive branded system that extended from structural wireframes to custom iconography. My process began by translating strategic goals into low- and high-fidelity wireframes, ensuring that every page layout prioritized usability, accessibility, and ease of navigation.
To complement the clean new design, I created a set of custom icons tailored to PFCU’s brand identity—simple, modern, and legible across all screen sizes. These elements worked together to form a consistent visual language across the site and mobile platforms, reinforcing the credit union’s approachable, community-focused personality while improving the overall user experience.
Project Coordination
I also supported the account management team in coordinating internal resources and maintaining clear communication with PFCU’s financial services vendors. Our careful planning ensured that both the new website and the upgraded online banking tools launched in sync, delivering a seamless experience to members and meeting all technical and timeline requirements.
Results
The launch of the new Picatinny Federal Credit Union website was a resounding success. Streamlined navigation and simplified access to mobile and online banking tools received strong positive feedback from both staff and members. Just as importantly, the redesigned site, supported by a coordinated marketing and communications campaign, generated measurable growth in audience engagement.
In the first quarter of 2021 alone, new visitors made up 60% of total site traffic, a remarkable figure for a transactional platform typically dominated by returning users. This surge in visibility indicates real progress toward the credit union’s goal of attracting and converting new members across Morris County.