Merging Two Vermont Credit Unions to Meet a Bright New Day
The Scenario:
When two long-standing institutions merged to become Vermont’s largest credit union and residential mortgage lender, they needed a singular, cohesive brand to capture the spirit of the merged organization, without losing their strong ties to the members and communities they serve. The credit union wanted to ensure that the new brand name would not have either organization overtaking the other in name or member perception. In addition, the new unified brand would need to positively position the credit union to continue growing post-merger in the region with newfound breadth and depth. Following the rebrand, a holistic branch conversion program would need to bring the brand to life across 22 branches.
The Solution:
The merger of New England Federal Credit Union (NEFCU) and Vermont State Employees Credit Union (VSECU) brought together two distinct cultures – one more progressive and another more practical – into a singular institution with its own signature approach. A comprehensive, data-driven brand strategy married insights from the market, members, and employees to chart a path forward. This research-driven approach connects the credit union’s unique strengths with its internal and external audiences through a distinctive platform.
The new EastRise Credit Union brand represents a bright new day for the financial institution’s members and reflects their Northeastern roots without being overly regionally limited. The brand identity includes a nod to the Eastern Seaboard, with the logo featuring the Vermont state bird and brand elements evoking the colors, natural landscape, and geography of the area, building momentum to provide a sense of belonging to everyone. The EastRise brand is a platform for creating an empowering banking experience – a source of steady financial strength for the credit union’s members as they look to a brighter future ahead.
The Story:
The rebrand sought to unite the credit union from the ground up, with shared values and vision expressed with a fresh, unmistakably Vermont-focused name and identity. As a state-based credit union, they wanted the community to view them as an authentic, purpose-driven, local institution which remains a pillar in the communities they serve.
The brand promise to “care for people and the communities we serve by building strong and sustainable financial futures” is the foundation upon which the EastRise brand is built. With a brand position that helps members by “Doing Better” and brand principles that are personal, powerful, and proud, the values of EastRise come shining through.
EastRise Credit Union envisions a better world – one where banking is a source of personal strength, peace of mind, and collective empowerment. By creating connections, making impact, and elevating everyone, EastRise is now in a position to deliver better banking and produce a positive impact in their communities. From trusted digital banking and a relationship-first approach to affordable home ownership and green lending, EastRise rises to the challenges of each new day.
As with any brand following banking M&A, all of the institutional brand elements needed to be updated. A comprehensive approach ensured the new EastRise brand was deployed across the organization and in all applications, including branches, plastics, stationery, business cards, app and digital icons, website updates, communications, marketing, and more.
A custom video and photoshoot also captured real member stories with breathtaking visuals and authentic settings and faces for the brand. With a focus on using real members, not hired actors, the images are evocative and authentic and will live on far beyond the brand launch.
An inclusive brand launch program reached employees across the organization, unifying the culture and communicating the excitement of brand change inside and outside of the organization, bringing everyone along the journey.
Branch conversions focused on making a difference in brand design and experience. The branch conversion began with a complete branch network survey to assess the current state of the facilities. From there, Adrenaline developed a branch program that included exterior signage and interior kit of parts.
The result is a branch environment and operational buildings that draw on the rich colors, textures and patterns of the brand identity in a way that feels utterly unique and true to the region and its people. The branded interiors communicate a brand that’s trustworthy, sophisticated, and intelligent.
Exterior signage pulls in aspects of the logo and nods to elements of the identity in a nuanced way. Red accents on the signage are a reference to the tail of the bird in the logo, and patterns on the signage pull in other brand elements without losing any of the brand’s sophistication.
Since Vermont has stringent signage regulations, Adrenaline’s implementation team worked within these constraints to beautifully capture the brand and maximize brand projection on the exterior, while following municipal regulations and blending with the region’s natural beauty.
Members and the community have embraced the new brand. People recognize the Vermont state bird and its prominent placement in the logo with the unmistakable red/orange tail feathers. This point of pride for Vermonters deepens their connection to the brand even more.