Introducing a more human approach to banking.
Beem
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Beem Credit Union launches with a bold brand and a fresh take on member engagement.
Born of a merger, Beem is a leading people-first, digital-first credit union, redefining what modern banking looks like. To realize its vision, Beem launched an ambitious digital transformation, partnering with Engine Digital to bring a distinctly new digital brand experience to market.
This new flagship brand site blends bold expression and an intuitive experience with messaging that speaks at a human level. Built on the Sanity Content Operating System, we led the Beem site creation from concept to launch in a rapid five months – an incredible pace in financial services.
Refreshingly human, remarkably honest.
Beem brings something completely new to the credit union space – a brand for the digital era, created to serve the needs of a digitally-native customer. Through bold visual language and jargon-free messaging, Beem embodies a new kind of financial partner purpose built for a discerning client base.
For our team, extending the brand into digital started with principles. We created an experience that blends the tone of a trusted financial partner with the relatability of a friendly advisor, presented through a design system that’s both engaging and unique in form and function.
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A digital brand with dimension.
Beem comes to life with motion and interaction, guiding users through the site without friction. We used subtle animation to draw attention to key content while also articulating the brand’s accessible personality. The bold color palette offers wayfinding for Beem’s customer segments – personal, business, and wealth – while distinct shapes, patterns, and imagery create a unified user experience from page to page, for purposeful familiarity.
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Simplifying every detail.
We set up Beem to deliver content at scale across a flexible UX system and a conversational approach to copy, offering an intuitive experience for existing members and prospective customers alike. Communicating the depth of financial products and services can be messy – instead we focused on reaching clarity by taking a thoughtful approach that guides users through storytelling and compelling brand visuals.
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Scale and performance for today, and for the future.
We built Beem on a NextJS front-end and Sanity for content management, providing a solution that's both powerful and easy to use. For Beem, this means flexibility to scale the experience, adding new modules and content types as the business evolves. Over time, Beem’s Sanity implementation will enable a roadmap of AI features, custom functions, and custom apps for enhanced content management, and integration with Beem’s digital banking architecture.
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Digital-first banks are setting the pace globally, and with Beem, we’ve made the digital experience our competitive edge. From day one, Engine Digital has been more than a vendor – they’ve been a true partner. Together, we’ve built a member-centric experience that not only introduces Beem as a modern banking option but also reflects our commitment to working collaboratively to support our members on their journey to financial wellness.
– Brian Harris, Beem CEO