Two credit unions, PACE and Electra in the Portland area were merging. Both were well known to their communities, had devoted client bases, dedicated board members, and individual sets of strengths and weaknesses.
Successfully merge two visions of varying sized institutions. Unite diverse boards and unique cultures and gain approval from XXXXXX for a new name and brand identity. The new credit union had to appeal to members and employees.
Through our brand process it became apparent that building a sense of security was fundamental to combining the two institutions. We learned that both credit unions had different demographics and psychology of different member groups and they needed identify with the new credit union as being theirs. Keeping the board involved and key staff members provided the support to launch the new name and brand.
Note: Advantis project was a partnership with Hydrogen Advertising