Heritage Valley Credit Union rebrands

David Weissman

Replacing teller lines and counters with "teller pods" at one of its branches is one of many changes from Heritage Valley Federal Credit Union in a recent rebranding effort.

Heritage Valley Federal Credit Union recently renovated one of its branches to add "teller pods."

York County's oldest member-owned financial cooperative updated its brand with a new logo, tagline, sign, updated website and renovation of its Pleasant Valley Road branch, according to a company news release.

Employees also received additional training to focus on building relationships with members and serve as a single point of contact for services. The pods are intended to create "an open and spacious lobby (that) allows members to stand side-by-side with their teller instead of across a counter from them," the release states.

“The financial industry is changing," Timothy Ames, president and CEO of the cooperative, said in the release. “The launch of new brand elements is exciting, but the changes we’re making are more than just surface level. These changes are the next evolution of our member experience.”

Heritage Valley is one of the first institutions in central Pennsylvania to add teller pods, but they're a growing national trend, according to Mitch St. Lawrence, president and co-owner of Financial Design Center, the design firm that completed the branch's renovation.

Additional renovations include a free coffee station, charging station for mobile devices and Wi-Fi. The renovations were completed in less than three days, and the branch reopened on March 29.

The changes will be evaluated for consideration at the company's other local branches on Kings Mill Road and Cape Horn Road.