New Names. New Brands. New Hopes.

Credit unions across the nation have moved ahead with launching new names and new brands, setting a new foundation of optimism for growth opportunities beyond the current and foreseeable pandemic challenges.

After securing its state charter and dropping the “federal” from its name, the $1.4 billion Hiway Credit Union in St. Paul, Minn., launched a new brand.

“With the charter change, the board of directors and leadership saw an opportunity to freshen up our look and our brand as we look toward a positive future,” Hiway President/CEO David Boden said. “This pandemic will, eventually, come to an end and as we wrap up 2020, we see a brighter 2021 for everyone.”

As a state-chartered cooperative, Hiway will add new counties to its field of membership and plans to build new branches.

Hiway has already begun construction for a new branch in Roseville, which will open in Q2 2021, and has acquired a high-visibility property in Woodbury where it plans to build another branch. The credit union is also investing in new technologies to enhance member services.

In addition to its new logo, Hiway has brightened up their color palette, refreshed its messaging, and updated existing branches.

What’s more, the credit union has introduced a new brand ambassador, longtime Hiway member, Olympian, and Minnesota native Carrie Tollefson.

The $285 million 1st Financial Federal Credit Union in Wentzville, Mo., changed its name to Alltru Credit Union in November to better reflect its mission by demonstrating the collective ownership and shared integrity of its members and growing the cooperative’s focus to expand its membership by providing equitable access for financial services in all communities.

“Our new name reflects back on our members and draws to the fact that they are all part-owners of this institution,” Carol Minges, president/CEO of Alltru, said. “It is a reminder of their shared ownership and influence. We are all in this together, just as we’ve always been.”

In addition to its new logo and a website redesign, Alltru has made a substantial investment to renovate its branches reflecting a modern brand.

On Jan. 1, the $551 million CP Financial Credit Union in Jackson, Mich., will officially introduce its new name, TRUE Community Credit Union.

The new name and look came after members of the $50 million Washtenaw Federal Credit Union in Ypsilanti approved merging with CP Financial in November.

TRUE Community Credit Union will serve more than 63,000 members, manage $600 million in assets and operate 12 branches across three counties.

“I am confident this partnership will be beneficial for everyone involved as we provide additional products, services, locations and opportunities for existing and potential members and employees,” Chrissy Siders, CP Financial president/CEO, said, who will remain in that position post-merger. “We can’t wait to continue writing our story and to truly impact the communities and people in this great state.”

Jason Matley, president/CEO of Washtenaw, will continue to serve as EVP of strategy and transformation.

“The sum of CPFCU and WFCU is greater than [what] we were individually,” Matley said. “Our credit union family is not dissolving, it is simply growing larger.”

In Maryland, the $97.4 million First Eagle Federal Credit Union in Owings Mills, introduced a new brand identity that features a redesigned logo and a new website.

The new brand identity was developed to more accurately depict the credit union’s dedication to working together to serve its members, to inspiring one another to be better, and to improving lives through mutual support and respect, First Eagle explained in a prepared statement. The development team also sought to create a brand identity that reflected the credit union’s fun-loving, approachable, energetic and caring personality.

The new brand and its redesigned website earned the credit union two MarCom Gold Awards.

“Our name, our people and our outlook stayed the same, but our new award-winning brand now better captures the idea that helping members is at the heart of what we do – and that we have fun doing it,” First Eagle President/CEO Lois Profili said.

The $377 million University Credit Union in Orono, Maine, announced in October the launch of a new brand look across its physical and digital landscapes, including a new website.

Since then, UCU has been rolling out its new brand look featuring updated signage at its physical locations around the state, new branded collateral, new payment card designs and new visuals across its online, mobile and social channels.

“After celebrating UCU’s 50th anniversary a few years ago, we took the opportunity to think creatively about how our look could better reflect our core principles and the diversity, geography and modern banking needs of our members,” UCU President/CEO Renee Ouellette said. “While COVID-19 threw us a curveball, I’m so proud of the UCU team for staying focused on our members and moving this important project forward. They knocked it out of the park!”

Though there are many definitions of a brand, UCU defines its brand as a promise to always work hard to help members achieve financial well-being.

“Whether you’re a student, a parent, a business owner, enjoying retirement or somewhere in between, we recognize this looks different for everyone, Ouellette said. “That’s why our approach to member care starts with a simple question: How do ‘you see you’ (UCU)?”

Earlier this year, the $4.2 billion Citadel Credit Union in Exton, Pa., introduced a new brand identity with a redesigned logo, refreshed color palette and new tagline, “Building Strength Together.”

Over the past 15 years, Citadel has grown its assets by more than $3.5 billion and evolved to serve a broader region across the Greater Philadelphia area, including expansion in new markets such as Lancaster and Bucks counties. As the credit union has continued to explore ways to provide a better experience for members, evaluating and refreshing the brand has been a major priority to align its identity with where the cooperative is headed.

“It’s never been more important for those we serve to understand that we’re here to help create prosperity and to grow their financial strength,” Citadel President/CEO Jeff March said. “We’re proud to reveal all that we stand for, and we’re dedicated to enhancing our members’ experience with new tools, expert guidance and a breadth of financial services.”