OAK RIDGE, Tenn. — K-25 Federal Credit Union has found its new brand identity by honoring its past.
The $260 million credit union became Enrichment Federal Credit Union late last year.
As a community credit union serving eight East Tennessee counties, with an increasingly diverse membership and the closing and subsequent renaming of the K-25 Plant, the time was right for a name change said Community Relations Manager Katy Jett.
According to President/CEO Wayne Hope, the decision to change the name to Enrichment was made after many months of research and discussion by the K-25 Board of Directors and senior management.
"It was an emotional decision and one that we struggled with, but ultimately we agreed that a name change is instrumental to the future growth and development of this credit union," Hope said.
Once decided a change was needed, it would be another 18-24 months of intensive research as the credit union turned to Fort Worth, Texas-based marketing and advertising firm Kearley and Company for assistance in developing its new brand image.
"It was truly a collaborative effort with the board, senior management staff, and the agency and as different names including made up ones were proposed, enriching the lives of our members stood out," said Jett. "It is a positive word that means to make things better or more rewarding and it's essentially what we do here for our members everyday."
The word enrichment also pays tribute to the credit union's history as it was originally chartered in 1950 to provide financial services to the employees of the Oak Ridge Gaseous Diffusion (K-25) Plant, which was instrumental in developing uranium enrichment as part of the Manhattan Project. The credit union's newly re-designed Web site (https://ssl.enrichmentfcu.org/secure/) and commercial spots play up that history by having the old K-25 logo spin out into neutrons that become the new logo.
"We now have a very upbeat, innovative and fresh clean look that is striking a chord with existing and new members alike," said Jett.
Jett credits the smooth transition to Enrichment FCU staffers.
Knowing that employee buy-in is key to a successful name change, staffers were invited to a red attire after hours party. They then each received a numbered puzzle piece. Working from the outer edges in as each employee inserted their puzzle piece the new logo and tagline "Exceptional Service. Extraordinary People" was revealed.
"Making the new logo a puzzle was a great way to build excitement and really demonstrate how each person is a vital part of this change and rebirth of the credit union," said Jett. "The part was just a great fun way to make sure they had all the information they needed and reinforce the whys behind this change. By the time the party wrapped up every employee was on board. It's their energy and excitement about this new name and our mission that's coming across to our members."
Jett said since the community unveiling of the new name the member response has been very positive even among the longtime K-25 plant members.
"What's great is that after employees talk to them about the new name they are really okay with it," said Jett. "It is an exciting time for us. The new name is creating a buzz in the communities we serve. I went to a Better Business Bureau event last week and people approached me either talking about the new name or asking if we were a new credit union in town. "
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