Bold Moves: Citadel CU Gets Press for Its Rebrand During COVID

Partnering with Adrenaline, Philadelphia-area credit union’s brand reveal and community campaign earns coverage in CU Today, CU Insight and local publications

Wednesday, September 2, 2020 – As Citadel Credit Union launches its updated brand, logo, and tagline, this fresh brand approach has earned media coverage in CUToday and CUInsight – two widely recognized credit union trade publications covering news and providing insights for credit union leaders. Additionally, the Philadelphia-based forward-thinking CU garnered local coverage in The Mercury and its sister publications throughout Pennsylvania.

Citadel’s president and CEO Jeff March and Adrenaline’s chief executive officer Gina Bleedorn are both quoted in the articles, giving their perspectives on rebranding during a pandemic and how the brand was perfectly positioned to meet the moment. On revealing a brand during COVID, Bleedorn says, “It really speaks to the work we did together and how forward-thinking an organization they are that they understand the importance of brand and what it means for their business and the people they serve.”

Citadel’s tagline, “Building Strength Together” was crafted to highlight the balance of stability and progress that the credit union stands for. Coming at a somewhat unconventional time during a pandemic, both Citadel and Adrenaline determined the brand’s new message, which reinforces for a brighter future and a more prosperous community, has never been more relevant to this moment and responsive to the people the CU serves.

CU Today is “designed to be the planet’s leading source of news and resources for credit union decision-makers.” CU Insight is “the leading digital source connecting the credit union community to news, community, opinion, press, career opportunities, events, trusted partners, and each other.” Citadel has also provided additional information on its rebrand effort. A full case study that looks behind the scenes of the Citadel rebranding process will be launched on Adrenaline’s site in September.

To speak with one of Adrenaline’s experience design or branding experts, contact us at

Adrenaline is an experience design agency that creates and implements end-to-end branded experiences through creative and environmental design. We enhance our clients’ customer experiences across digital and physical channels, from their branding and advertising to design and technology in their spaces. After transforming an organization’s brand, Adrenaline extends it across all touchpoints — from employees to the market to in-store environments. And, we focus on serving industries that sell human experiences including financial, healthcare, sports and entertainment.

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