The new RadiFi Credit Union logo and branding. (Source: Jax Federal Credit Union)
The Jacksonville, Fla.-based Jax Federal Credit Union has spent the past two years working on and developing a new name and branding to help clear up any confusion over membership eligibility. On Wednesday, the $582 million credit union announced it will change its name to RadiFi Credit Union on March 29.
According to the credit union, this is the first rebranding in the credit union's 88-year history.
Credit union officials stated they began communicating the branding changes and new name to its 42,759 members this week. "Our current name has often been a cause of confusion over membership eligibility, and subsequently, became an obstacle for some to join our credit union. Our new name, RadiFi, is more inclusive and will assist with growth opportunities while reflecting who we are and our unique culture," the credit union stated in the FAQ section of its website.
According to a statement describing the new branding, the tagline "Make Waves" indicates the credit union's "innovative approach to financial services and creating impactful changes in the lives of the credit union's members, as well as the community at large."
Jax President/CEO John Servos said, "We are a forward-looking institution built on a foundation of trust and excellence in the financial services industry. The RadiFi brand speaks to the innovative evolution and dynamic growth of our organization, our community in Northeast Florida, and most importantly, our mission to empower our members to live vibrantly through our care and guidance."
During the multi-year brand development process, the credit union worked with the Seattle-based Strum Agency in creating the new name and brand.
"As the financial services sector is always evolving, we remain committed to providing our membership with the best experience and technology to meet their ever-changing needs," Jax Chairman of the Board of Directors Charles McLeod said. "The RadiFi brand signals a vibrant new chapter for our credit union, as we continue to expand our services to meet the needs of our community."
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Michael Ogden
Editor-in-Chief at CU Times. To connect, email at [email protected]. As Editor-in-Chief of CU Times since 2016, Michael Ogden has led the editorial team in all aspects of content strategy and execution, including the creation of the publication’s exclusive and proprietary research database of the credit union industry’s economic landscape. Under Michael’s leadership, CU Times has successfully shifted to an all-digital editorial product with new focuses on the payments, fraud, lending and regulatory beats. Most recently, he introduced a data-focused editorial product for subscribers that breaks down credit union issues into hard data, allowing for a deeper and more factual narrative for readers. In 2024, he launched the "Shared Accounts With CU Times" podcast, which offers a fresh, inside-the-newsroom perspective through interviews with leaders from the credit union industry and the regulatory world. He dives into pressing credit union issues, while revealing the personalities working behind-the-scenes to push the credit union world forward. His background includes years as a radio and TV anchor/reporter and a public relations and digital/social media manager, where he covered the food and music industries, as well as cooperatives and credit unions. Over the years, he has launched numerous exclusive video and podcast series, including a successful series of interactive backstage interviews with musicians at music festivals, showcasing his social media and live streaming production skills.
