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.