First Credit Union just cut the ribbon on a shiny new branch in Queen Creek, Arizona, and it’s worth paying attention to—not just because it’s new, but because of how they approached the whole thing.
Queen Creek is one of those Phoenix-area communities that can’t stop growing. You know the type: new housing developments popping up faster than you can update your GPS. First Credit Union saw the opportunity and decided this was the perfect spot to test out their vision for what a modern branch should be.
Building Smart, Not Just Big
Here’s where it gets interesting. Instead of designing a one-off branch and calling it a day, First Credit Union partnered with The Element Group to create something more strategic: a prototype model. Think of it like IKEA’s approach, but for bank branches. They developed a flexible “kit of parts” that blends operations, technology, marketing, and member service into a repeatable framework.
Translation? They can roll this design out to future locations without reinventing the wheel each time. The Queen Creek branch is the first ground-up build using this model, and it’s essentially the proof of concept.
“The opening of our new branch reflects our continued commitment to serving the growing Queen Creek community,” said Tom Gessel, Senior Vice President & Chief Innovation Officer at First Credit Union. “Through a strong partnership with Element, we’ve designed and built a space that supports our members while investing in the future of this community.”
Where Human Touch Meets Tech
Walk inside and you’ll notice this isn’t your grandfather’s bank branch. The layout supports what First Credit Union calls a “blended approach”—basically, members can choose their own adventure. Need face-to-face guidance on a mortgage? They’ve got you covered. Just want to deposit a check and get on with your day? Self-service options are ready to go.
It’s about meeting people where they are, rather than forcing everyone through the same rigid process. Some days you want the human interaction; other days you just want efficiency. The space accommodates both.
Mac Erickson, Senior Account Executive at The Element Group, put it well: “This project is a great example of how a thoughtful prototype model can support both speed and consistency. Because First Credit Union had already invested in developing the model through earlier projects, the Queen Creek branch gave us the opportunity to bring that strategy to life from the ground up.”
What It All Means
This branch opening isn’t just about serving more people in a growing area (though that’s certainly part of it). It’s a statement about how First Credit Union thinks about growth—thoughtfully, strategically, and with an eye toward what members actually need rather than what banks have traditionally offered.
For Queen Creek residents, it means better access to member-focused banking. For First Credit Union, it’s a scalable blueprint for future expansion. And for the rest of us watching the banking industry evolve? It’s a reminder that smart design and member experience don’t have to be at odds with operational efficiency.