Skip to main content

Brand Evolution with Name Change: RelyOn

The Situation

Established in 1952 to serve the employees and families of the East Texas Motor Freight System, Employees Credit Union expanded its charter in 2018 to serve all who live, work, worship or attend school in Dallas and Kaufman Counties.

The Vision

The new leadership team brought with them a vision of exceptional service and the goals of attaching younger members, establishing the credit union as forward-thinking, and wanting to grow the credit union for the long-haul.

Through a two-day leadership team retreat and surveys of members and employees alike, the common themes of this CU began to emerge: Members turned to the CU with a sense of respect and trust. Members have a personal relationship with the CU staff. Staff expressed commitment to their members and are always looking out for their best interests. Members said that they “rely on” on the credit union. Hence, the new name was born.

The Process

Of course, just coming up with a great name and tagline isn’t the end of the process—It’s really only the beginning. From ordering staff apparel and managing the installation of exterior signage, to interacting with the NCUA and credit card providers, to launching a new website and communicating with members, BA worked hand in hand with the credit union to bring this brand to fruition.

The Results

For employees, The BA Group conducted a Brand Bootcamp to unveil the new name and the flexible logo system and color palette, as well as a website launch event for staff to celebrate the new and improved brand.

For members and the public at large, RelyOn conducted a direct-mail and online campaign explaining the meaning behind the name change and reassuring members that it was "simply" a name change — their favorite staff and managers weren't leaving.

The credit union’s evolved brand continues to provide guidance and inspiration for all facets of the credit union, serving as a strategic road map when making decisions for campaigns, new products and services, and growth.  

Services Provided

  • Strategic branding retreat
  • Member and employee surveys
  • Name and visual development
  • Brand roll-out
  • Name change with NCUA, card providers, etc.
  • Exterior signage
  • Branch signage and branding
  • Public relations and member outreach
  • Rebranding of website, online banking, mobile banking
  • Swag and stationery
  • On-going marketing strategy and planning