Matt Candela


The Bethpage Brand

I recently led the development of Bethpage Federal Credit Union's dramatic re-brand. The credit union's latest visual style features a vibrant color palette that is unique to the industry, as well as clean, modern iconography to represent products and services, and photography of real employees. that give a friendly face to the name. I conceived and developed the style for the custom iconography family, and consistently work with freelance photography talent to bring out the true character of the Bethpage team members.

In conjunction with the re-brand, I developed "The Brand Guide" for Bethpage. This included establishing a consistent brand voice and creating clear, easy-to-follow guidelines on logos, colors, typography, and graphic elements. As the brand ambassador for Bethpage, part of my responsibilities is to ensure brand standards are being upheld, internally and externally. Physical brand guides were distributed throughout the organization and to trusted vendors. The brand guide website ( was also developed as a convenient hub where assets can be easily downloaded by content creators and designers.