New Name and Brand Takes Off at Air Force FCU
The San Antonio, Texas-based cooperative will be known as Soarion Credit Union on April 2.
Founded in 1952 by 10 airmen at the Joint Base San Antonio-Lackland Air Force Base in San Antonio, Texas, Air Force Federal Credit Union has strong roots with the U.S. Air Force. But now that its membership has expanded to about 55,000 members and is open to anyone who lives, works, worships or attends school in qualified areas of San Antonio, Del Rio, Texas and the Mississippi counties of Clay, Lowndes and Oktibbeha, AFFCU leaders felt it was time for a name that reflects those changes.
Beginning April 2, the $663 million, San Antonio-based AFFCU will be known as Soarian Credit Union. According to a statement on the credit union’s website, “‘Soarion’ is a combination of ‘Soar’ (to fly high) and ‘orion’ (a prominent constellation representing guidance.)” The statement added, “We’re here to help every one of our members fly higher than they ever have before.”
“After an extensive strategic process, and research that uncovered name confusion in our markets, our Board of Directors chose to rebrand ourselves from AFFCU to Soarion Credit Union,” AFFCU CEO Ryan Ross stated. “We believe this new name will propel us forward in the communities we cherish, enabling both existing and new members to reach their financial aspirations.”
The new name is accompanied by a new logo and both will be featured on exterior signage, brochures, stationery and a rebranded website beginning April 2. The credit union said the rebranding process was facilitated by national branding agency Strum in collaboration with its Board and leadership team.
Mark Weber, president/CEO of Strum, stated, “We are thrilled that the new name, Soarion Credit Union, reflects the credit union’s rich history of lifting people up to reach their financial goals, while it welcomes people across their communities.”