Healthcare’s Cooperative Credit Union has changed its name to Alive Credit Union.

Working with the branding firm NewGround, the credit union’s board of directors approved the name change last summer. The new name was chosen in respect of the financial institution’s health care heritage and its approach to member service–banking with more heart, the Jacksonville, Fla., credit union said.

“Even though our name is changing, our highly rated credit union will continue to focus on serving the health care community and our other select employee groups,” said Mary McElroy, chair of Alive Credit Union’s board of directors.

As Alive Credit Union launches its new name, the credit union will also debut a rejuvenated brand image, including a new tagline and branch renovations designed to enhance the member experience. The  name, along with the tagline, “Bank Healthier. Live Happier.” will be introduced at its branches this month. Additionally, Alive’s rebrand initiative will be complemented by a series of television campaigns designed to raise awareness regarding the credit union and the many benefits it provides.