DBSI, a retail transformation company, has announced that its client GECU has been awarded the 2024 Credit Union National Association (CUNA) Diamond Award in the “Point of Sale Display and Retail Merchandising” category. This award recognizes the outstanding design and functionality of the Neighborhood BranchSM located at Rojas and Eastlake in East El Paso, Texas.
GECU collaborated with DBSI to renovate the 2,200-square-foot branch as part of its Neighborhood BranchSM expansion plan. The objective was to create a space that represents GECU’s vision for the future of banking, which is innovative, member-centric, and digitally advanced.
“We’re incredibly honored to receive this recognition and to have worked closely with the amazing team at DBSI to make this award possible. Our members appreciate and admire the unique look and feel of the branch that makes their experience seamless and one-of-a-kind,” said Jacque Valdez, GECU Senior Vice President of Operations and Member Experience.
On the evening of Tuesday, March 19, 2024, during the annual Marketing & Business Development Council Conference recognition dinner at Caesars Palace in Las Vegas, an award was presented. This year’s awards were highly competitive, with a record-breaking 1,451 entries across 37 categories. The winning organizations came from 44 states and the District of Columbia.
Leading the implementation of the branch elements was Alisa Semyekhina, SVP of Digital Creative at DBSI, who commented, “The fusion of cutting-edge digital elements with a human-centered design approach was key to bringing GECU’s vision to life. We couldn’t be happier with the results of this transformation that, through our collective efforts, has created a real prototype of the future for creating engaging, member-centric banking environments.”
The GECU Neighborhood BranchSM, located at Rojas and Eastlake, opened in March 2023 to provide financial services for the growing Far East community in El Paso. The branch includes four drive-up lanes that offer personal teller services and 24/7 ITMs for members to handle all their transactions outside.
Members can visit the branch for assistance with mobile and online services, self-serve tools, and any GECU-related questions. GECU provides products and services, as well as free financial education to help members achieve their financial goals at every stage of their life.
GECU, with a rich history dating back to 1932, is one of the largest and strongest credit unions in Texas and New Mexico, with over 430,000 members, 32 state-of-the-art branches, and over $4.4 billion in assets. To join the credit union online and learn more, please visit gecu.com.
“We are incredibly proud to see GECU recognized in the Diamond Awards, one of the most prominent recognitions for credit unions. Our long-standing partnership has enabled GECU to redefine their banking experience and set a new standard in the industry,” shared Jared Jones, SVP of Growth at DBSI.
