DPS Credit Union Picks `Westerra' as New Name Following Mergers

DENVER – DPS Credit Union, which last October merged with Safeway Rocky Mountain CU and is making plans to merge with Gateway CU in Aurora in May, has selected Westerra as its new name for what is now the state’s third largest CU. “We wanted a name that reflects our diverse and growing membership – and our deep roots in the West,” said C. Alan Peppers, president/CEO of the new CU, which will have 76,000 members and $910 million in assets once the Gateway merger is complete. DPS officials said the new name has been well received by members and that it has started changing signage, producing new ads and marketing materials, a process to take several months. The Denver-based CU said members of the $71 million Gateway CU will vote May 23 on its merger. In picking the name, Duane Bruno, chief administrative officer, explained that “Westerra was created by combining the words west and terra, representing our region, and the land. Since 1934, we have offered opportunity and growth locally to our members-and our new name reflects the solid base we will continue to build upon.” Peppers said under the CU’s branding strategy, “members will notice a consistent theme, not only in our marketing, but in our approach to serving members. Our new tagline Working For You shows our staff is committed to delivering excellent member service and enhancing products to better meet member needs-we call it the Westerra Way.” The name, logo and tagline were developed collaboratively with Amelie Co., a Denver ad agency, and Ciruli Associates public relations firm, with input from members and prospective members through market research. “In focus groups, members said they like the warm, friendly, progressive feel of this unique name-and that it fits the credit union,” said DPS. In the coming months, Westerra CU members can expect to see enhanced convenience through 10 locations as well as “availability of business lending and related services.” -