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New Credit Union Brands Make Emotional Connections

Mergers, new services are common reasons for recent credit union brand refresh efforts.

By William Atkinson | Updated on March 20, 2016

In recent months, a number of credit unions have gone through, or made plans to go through, rebranding processes. These credit unions included the $508 million Fort Campbell Federal Credit Union in Clarksville, Tenn., which recently changed its name to Fortera Credit Union; Mennonite Savings & Credit Union of Kitchener, Ontario, which is proposing to change its name to Kindred Credit Union; the $226 million Central City Credit Union in Marshfield, Wis., which will be changing its name to Simplicity Credit Union; and the $2.2 billion Western Federal Credit Union in Torrance, Calif., which will be changing its name to UNIFY Financial Credit Union.

heartland credit union associationOther rebranding efforts were the result of mergers. For example, the $596 million, Cheyenne, Wyo.-based Warren Federal Credit Union recently merged with the $237 million, Broomfield, Colo.-based Community Financial Credit Union, and the institution will now be known as Blue Federal Credit Union.

Another example is the Heartland Credit Union Association in Kansas City, Mo., whose new brand was designed to promote the fact it now serves members in Missouri and Kansas.

“The choice for us to rebrand came rather easily,” Haley DaVee, COO, said. “The Kansas and Missouri credit union associations were consolidated into one new organization on January 1, and neither would exist after that. With the new organization came a new name, and we knew that we needed a face to match.”

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