UW Credit Union Debuts Debit Cards with Wisconsin State Park System and Ice Age Trail Alliance

MADISON, Wis. (Sept. 21, 2026) — UW Credit Union is turning everyday banking into a way to give back to Wisconsin’s outdoor recreational spaces, launching two new custom debit card designs honoring the Wisconsin State Park System and the Ice Age National Scenic Trail. 

Available immediately, the new “Wisconsin Parks and Trails” cards feature iconic state landmarks: the sandstone bluffs of Big Bay State Park on Madeline Island and a glacially carved segment of the 1,200-mile Ice Age Trail. The new designs celebrate Wisconsin’s heritage and serve as a daily visual reminder of what makes the state a great place to live. 

The initiative runs deeper than licensed artwork, injecting direct financial support to both organizations through the credit union’s purchase of state park passes and trail maps. UW Credit Union will actively connect locals with Wisconsin’s vibrant outdoor spaces by making those passes and maps available at no cost.

Wisconsin State Park Passes: New members who open a checking account and choose either the Wisconsin State Park or Ice Age Trail card design will receive a free 12-month Wisconsin State Park Vehicle Admission Pass, a $28 value.

Ice Age Trail Maps: Existing credit union checking members can access a free download of the Ice Age Trail map via their Rewards Snapshot when using the mobile app or digital banking. A unique code will be issued to the first 700 members who request a map.

"A lot of what makes Wisconsin feel like home is right outside our doors, and we wanted to reflect that — not just as a design choice, but as an investment in the outdoor recreational spaces our communities love," said Anne Norman, chief marketing officer at UW Credit Union. "The idea sparked when I gifted state park passes to my children’s teachers. The positive response stuck with me because a park pass isn’t a generic gift card; it’s an invitation to fully experience our state. These debit cards are a regular reminder to do just that."

The featured landmarks were captured by Wisconsin photographers Michael Knapstein (WI State Park) and Cameron Gillie (Ice Age Trail). 

“Debit card art is a first for the Alliance,” said Melissa Pierick, director of marketing and community relations at the Ice Age Trail Alliance. “We’re excited that UW Credit Union is honoring the Trail, which is an amazing resource for the state. Hopefully, this card reminds people when they’re running errands or at the grocery store that an incredible experience is waiting for them.”       

The new artwork joins UW Credit Union’s broader suite of exclusive card designs, which are an extension of members’ shared roots and passions. New and existing members can select from more than 20 options, ranging from classic designs to campus themes. Those looking to swap their current design for a “Wisconsin Parks and Trails” card can do so via the mobile app or at any local branch.

“These pocket-size representations of our shared roots help keep these spaces top of mind,” said Missy VanLanduyt, recreation partnerships section chief at Wisconsin Department of Natural Resources. “UW Credit Union’s focused investment creates an open invitation to members to enjoy a full year of Wisconsin state parks, forests and recreation areas.”

The Wisconsin State Park System is a self-funded program that relies on pass sales and camping reservations to operate; it does not receive tax funding. Those looking to get involved, volunteer or donate directly can visit the Wisconsin State Parks Friends Groups page or the Ice Age Trail Alliance website.

About UW Credit Union

UW Credit Union is a growing, federally insured financial institution and a leading provider of a full range of financial services to University of Wisconsin communities, including on-campus banking services at six UW campuses. UW Credit Union’s more than 900 employees serve the financial needs of 395,000 members through world-class technology systems and a convenient network of 36 branch locations and more than 100 ATMs. With assets approaching $7 billion, UW Credit Union is ranked nationally among the leading credit unions. Founded more than 90 years ago by members of the University of Wisconsin faculty and staff, UW Credit Union continues to operate as a nonprofit, member-owned financial cooperative with locations in the Madison, Milwaukee, Stevens Point, Green Bay, Oshkosh, Whitewater, and La Crosse areas. UW Credit Union is an Equal Opportunity Lender.