Advantis Community Credit Union

Two community credit unions in the Portland area, PACE and Electra, were merging. Both were well known to their communities and had devoted client bases, dedicated board members, and individual strengths and weaknesses.

Our brand process taught us that building a sense of security for employees and members was fundamental to successfully combining the two institutions. We determined that both credit union member groups needed to identify with the new credit union as “theirs.” Keeping the board involved and key staff members provided the internal support to launch the new name and brand.