Rebrand/New Corporate Identity

Assets $250 million – $1 billion | Lone Tree, CO

This rebrand reinforced the importance of clarity, focus, and authenticity in a highly competitive financial services market. One key takeaway was that honoring a strong legacy does not require being constrained by it. By simplifying the name and clearly communicating who the credit union serves, Affidian reduced confusion, expanded relevance, and strengthened emotional connection with both existing and prospective members. The work demonstrated how a clearly defined brand platform can act as a force multiplier, particularly for organizations with limited resources. Grounding the rebrand in strategy allowed every touchpoint, from naming and messaging to visual identity, to work harder and more cohesively. Ultimately, the rebrand met and exceeded its objectives by strengthening differentiation, improving awareness, and positioning Affidian for long-term growth while preserving trust with its core membership.

Assets greater than $1 billion | Birmingham, AL

Founded in 1953, APCO Employees Credit Union began as a merger of three credit unions serving Alabama Power employees, united by a shared mission to strengthen member service. Over the decades, we grew alongside Southern Company, and following the acquisitions of Powerco Federal Credit Union in 2023, and Mutual Savings Credit Union in 2025, our footprint expanded across Alabama, Georgia and Mississippi.  For 70 years, we proudly carried the APCO name, but we also recognized that our identity should reflect the people and communities we serve today while positioning us for continued long-term growth. To honor our foundation while embracing a broader vision, we introduced Southern Energy Credit Union—a name that symbolizes strength, connection, and the energy that powers our members’ lives.  This rebrand united three brands under one cohesive identity and reinforced our commitment to Southern Company employees and their families—wherever they call home.

Assets less than $250 million | Dayton, OH

In October 2025, DayMet Credit Union launched its engaging new name and brand: Treadwell Credit Union. Derived from the phrase “to tread well,” the name evokes sure footing, progress, and confidence, while subtly honoring the organization’s automotive roots as a GM employees credit union. At the heart of this transformation is the Brand Essence “Day Makers,” rooted in the belief of making every day count and their ability to make someone’s day through every interaction.

Assets greater than $1 billion | Ithaca, NY

This brand identity was designed to do more than signal change – it was built to guide it. By grounding every element in purpose and flexibility, Beginnings Credit Union now has an identity system that supports growth, strengthens culture, and creates consistency across member experiences, today and into the future. As President and CEO Lisa Whitaker says, “Our rebrand is more than a new look – it’s a reflection of the values and vision that have guided us for decades, while positioning us to meet the evolving needs of our members.” Rather than treating rebrand as a visual refresh, Beginnings Credit Union invested in an identity system rooted in meaning and adaptability, resulting in a brand that feels both familiar and forward-looking as it evolves alongside the people and communities it serves.

Assets $250 million – $1 billion | Shrewsbury, MA

Our key takeaway from the rebrand was that modernization works best when rooted in authenticity rather than reinvention. By leveraging our existing brand strengths, we refreshed the brand to feel contemporary while remaining familiar.

The cohesive, modern identity increased recognition, helped the brand stand out in a competitive landscape, and strengthened first impressions in digital environments and new markets. Internally, the campaign highlighted the importance of alignment, energizing our team, and giving them renewed confidence and pride in how the brand presents itself.

The rebrand successfully supported membership growth, particularly among younger demographics, helping reduce the average member age and strengthen long-term relevance. It reinforced credibility with existing members while resonating with a younger market, who value modern, approachable, and digitally fluent financial brands. By balancing continuity with evolution, the brand is positioned for sustained growth, stronger digital engagement, and success in both established and emerging markets.

Assets less than $250 million | El Centro, CA

By rebranding from First Imperial Credit Union to Corazo Credit Union, the organization removed geographic confusion, embraced its community, and built a modern identity rooted in heart, inclusion, and people-first values.

Assets greater than $1 billion | Idaho Falls, ID

Starting with a brand strategy overhaul led by the executive team at Westmark, this campaign was built on meticulous research, detailed design and emotional writing, all working together to encompass the core brand of Westmark Credit Union. A new look and messaging help visually and verbally align Westmark with its purpose of providing personalized support and innovation. Utilizing a wide portfolio of mediums perfectly mirrored our message of a wide portfolio of offerings for members. This change in brand strategy is just the start of the substantive changes Westmark is making and stories we are shaping. Overwhelmingly, this campaign was met with a positive response, both internally and externally Brand awareness is soaring and membership numbers are rising. We gained 834 new members, 41% of whom were age 25 and under, showing that the people of Idaho love that Westmark Credit Union is rooted in community and invested in them.

Assets greater than $1 billion | Saginaw, MI

Blaze Your Own Trail is more than a tagline—it’s Wildfire Credit Union’s brand promise and guiding philosophy. The rebrand clarified Wildfire’s purpose as an empowering partner that supports members, employees, and communities in taking ownership over their financial and personal journeys. Blaze Your Own Trail celebrates individuality, ambition, and progress, reinforcing the belief that success is not one-size-fits-all. Through this rebrand, Wildfire strengthened emotional connection, differentiated itself in a crowded financial landscape, and aligned its culture, messaging, and experiences under a unified vision of empowerment. Ultimately, Blaze Your Own Trail positions Wildfire as a trusted ally committed to helping people create their own paths to their dreams.