Dowagiac Area Federal Credit Union overhauls building

Published 11:43 am Thursday, June 15, 2017

Visitors who stopped by the Dowagiac Area Federal Credit Union recently likely noticed the financial institution has a fresh coat of paint — and some new furnishings, a new front desk and even a new logo and signage.

The Dowagiac credit union is currently wrapping up its recent overhaul of its building, located on 473 E. Division St. The DAFCU staff will host an open house from 5:30 to 7 p.m. next Wednesday, June 21, to formally introduce the renovations to the community.

The transformation completes a vision the credit union leadership has held for nearly three years, said DAFCU CEO Cathy Merrill. The financial institution — established in 1972 as the Rudy’s Employees Federal Credit Union before adopting its current name in 1978 — has occupied the Division Street building since 1986, and staff had done little to change its appearance prior to the recent overhaul.

“It was time for a new look, for something fresh,” Merrill said. “The reactions from our members have been great to see.”

The credit union board, which is comprised of entirely volunteers from the local community, selected La Macchia Group — a Milwaukee-based interior design firm focused on banks, credit unions and other financial institutions — to handle the renovations last year. Employees with the design firm conducted extensive research for the project, speaking with DAFCU members and looking at other area financial institutions, before presenting their designs to the board for approval.

Work on the project began in March. In spite of the construction, the credit union remained open for business throughout the entire process, Merrill said.

The building now sports a new teal, orange and gray color scheme. Several walls were removed as well, opening up the structure.

The front service desk was moved toward the back of the building as well, and near the front an office was removed and transformed into a waiting area for children. A new island was installed in the center of the building, where the credit union plans to install several computers that customers can use for electronic transactions, Merrill said.

Designers with La Macchia Group also came up with new a logo and tagline for the credit union, “amplify life,” which refers to the fact the financial institution is the only one in the city that has music playing in the background, Merrill said.

“One of the biggest reasons we wanted to change our image is to encourage younger people to take a look at us,” she said. “We are no longer just your mom and dad’s credit union.”

In spite of the hassles of having to work around construction throughout the last several months, Merrill and her team are thrilled with the final product, she said.

“The staff loves it,” she said. “It’s new and it’s clean. It’s fun to have new things around the office.”

The CEO encouraged the entire community, whether they are existing member or not, to come out and see what is new with the credit union during next week’s open house.

“We’re here and we’re ready to serve the people of the community,” she said.