California Credit Union Creating a Unified Brand ccu.com
With news of a merger between California Credit Union and North Island Credit Union, FreshForm led a series of focus groups, strategy, and brand positioning workshops to provide key insights and a cohesive brand platform across all touch points—in-branch, internal communications, and online.
How might we combine the unique strengths of both financial institutions to ensure a continued, exceptional member focused banking experience for the collective membership and their communities?
The merger enables California Credit Union to better meet the needs of San Diego and Los Angeles communities through new philanthropic and educational programs.
It is important to understand who the members are, what matters to them and how to make their lives better.
Members want an identity and a home, something that they feel connected to, something that makes them feel part of the community and provides them with the comfort of continuity.
Employees are the face of the credit union and live and breathe the brand mission everyday.
Member trust comes from transparency, the strong heritage of both credit unions, and lasting relationships that are developed over time.
“We are Californian—bold yet welcoming, diverse and inclusive of our greater community”