EL SEGUNDO, Calif. — The $770 million Xerox Federal Credit Union announced today it will publicly launch a new name and brand, Xceed Financial Credit Union, on March 31. The new brand is the result of about nine months of consultancy, research, testing and meetings with Xerox and other major SEGs.
The prominence of the letter X in the new name and logo honors the credit union's close relationship with its original sponsor, still the employer of record for credit union employees.
CEO Teresa Freeborn said the re-branding is part of a larger growth initiative that will include new branches, products and services. Rather than focus on community growth, Xceed Financial will strengthen its position as a workplace credit union, demonstrated by its new tag line, "At work for you."
The initiative was introduced to employees during a festive internal launch event Sunday at Universal Studios. More than 200 employees, many flown in from branch locations back east, were treated to a red-carpet entrance and a massive balloon drop. The dramatic launch event and an extensive training program for employees is money well spent, Freeborn said.
"It's great to put together a nice shiny logo and a new tag line and say, 'okay here it is,'" she said. "But if people don't get caught up in the excitement about it, it's not going to work."
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