A federal credit union approached us to help choose a new name and develop a branding strategy for their community-focused financial institution. The client found that their current name didn’t accurately define the credit union’s breadth of services and mission beyond its geographical location. A certified Community Development Financial Institution, they wanted a title and brand identity that emphasized the financial empowerment and social change philosophy of their organization.
A unique challenge of developing this new name and brand identity was the deep, communal history of the institution. Board members felt it was important that the credit union’s ethics and history weren’t lost with a new name.
Although the institution already had a strong identity, upheld by its financial empowerment, mission-based services, we discovered that there was very low brand and name recognition among its members. By conducting qualitative research, hearing from members directly and assessing their current demographic we understood that the credit union needed a very clear, strong brand.