Serving Texas communities for more than 75 years, Associated Credit Union of Texas (ACU) was ready for change. While the credit union had strong member relationships and a respected reputation locally, leadership recognized that the brand lacked clarity and consistency in the market. Brand awareness was low, audiences used inconsistent names for the institution, and the existing identity no longer reflected the organization’s growth goals or vision for the future.
At the same time, ACU of Texas was expanding into new markets and seeking stronger relevance with younger generations who value brands that feel modern, authentic, and relationship-driven. To support their evolution, the credit union needed a new name, story, and identity to both honor their legacy and build a more differentiated and scalable platform for growth. Most importantly, the brand needed to reflect a more aspirational vision for the path ahead – one rooted in opportunity, openness, and optimism. Openland Credit Union is built for that future.
The Solution:
Partnering with the Associated Credit Union of Texas, Adrenaline began developing a comprehensive rebrand program, grounded by holistic strategy, market data, and long-term positioning. The process included an extensive discovery effort, audience analysis, competitive research, and naming evaluation. Through this exploration, the team uncovered an opportunity to create a brand that felt more open and optimistic – one that would be centered around opportunities for members and communities.
We’re still the same community-focused credit union. The same people, same mission, and the same focus on helping neighbors succeed. Openland gives us a name that better reflects who we are and where we’re headed.”
– Clay Franks, President and CEO, Openland Credit Union
The result is Openland Credit Union, a new brand identity designed to represent possibility and progress. Supported by the tagline “Space for More,” the brand system combines a striking, modern visual identity with a flexible design framework that can be applied across digital experiences, branch environments, marketing campaigns, and product offerings. The rebrand positions Openland to strengthen brand awareness, deepen emotional connection, and compete more effectively in an increasingly crowded financial landscape.
The Story:
The engagement began with a deep discovery and strategic process focused on understanding how the credit union was perceived across both existing and expansion markets. Research revealed relatively low awareness of the credit union brand, creating what Adrenaline viewed as “blank slate” opportunity to build more differentiation and recognition.
Market analysis revealed that what consumers were seeking in a financial partner – trust, accessibility, convenience, and connection – are strengths that the credit union naturally provides. Going further, Adrenaline conducted audience segmentation research across key Texas communities. The research identified opportunities to reach both traditional members and younger, digitally fluent consumers looking for relationship-based banking experiences.
Competitive analysis also revealed a crowded “sea of sameness” within the financial landscape in the state. This reality reinforced the need for a bold and authentic repositioning that could stand apart while remaining human-connected and community-focused.
Collating those insights, the strategic direction for the new brand began to take shape. The work centered around creating a brand that balances warmth and humanity with innovation and forward momentum. Adrenaline developed a brand platform rooted in the idea of better access, supported by values centered on integrity, impact, investment, and innovation.
The resulting brand positioning established a foundation that could evolve alongside the organization, while remaining rooted in the communities the credit union serves.
The words ‘credit union’ in our name were non-negotiable. Credit unions were founded on the idea of people helping people, and that will always be at the heart of what we do.”
– Clay Franks, President and CEO, Openland Credit Union
Naming became a critical part of the transformation. Adrenaline explored more than 800 potential names before narrowing the field through legal review, strategic positioning, and market testing.
The final selection – Openland Credit Union – captures the spirit of opportunity, and openness the organization wanted to express outward. The name was intentionally designed to feel welcoming, optimistic, and expansive while creating space for long-term growth beyond the credit union’s legacy identity.
The visual identity system is built on that strategic foundation. The confident, flexible design language centers around a distinctive logomark known as “The Doorway.” Designed to symbolize possibility and progress, the logo functions both as an individual identifier and as a framing device that highlights people and their stories in the moments that matter.
Paired with vibrant brand colors, modern typography, and a highly adaptable framework, the brand identity gives Openland Credit Union the flexibility to show up consistently across marketing campaigns, branch environments, and digital experiences.
Openland Credit Union officially launched in April 2026, and the new identity has already seen strong internal excitement and positive early member feedback, helping build momentum around the credit union’s next chapter. The brand is well-positioned to grow its presence and forge deeper, lasting relationships with future generations of members.
