The $92 million Northwest Resource Federal Credit Union in Portland, Ore., will change its name to Trailhead Credit Union as of June 3.
The rebranding is to help distinguish the 6,000-member credit union from other credit unions in Oregon with the word "Northwest" in their name as well as reflect the spirit of its location, the credit union said.
The new name also was chosen to reflect Northwest Resource's position in the Portland marketplace as an alternative to big banks. "Small Enough to Know Better" is its new tagline and the rebranding was the result of six months of work with Weber Marketing Group, the credit union said.
"We pride ourselves on opening new paths and financial opportunities for our members. Both the new name and brand reflect this philosophy—as well as the Northwest region and Portland's treasured urban and natural trails," said President/CEO Jim McCarthy.
The new branding also is "intentionally gritty," the credit union said.
"Through our brand development work, we defined a narrow target audience to hinge our future growth—young Portland urbanites whose financial needs are as unique as they are," said Northwest Resource's vice president of marketing, Kim Faucher.
"Our anti-corporate culture and deep local roots make us the perfect banking alternative for the independent spirit of the Portland community," Faucher said.
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