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.
We learned from our brand process that building a sense of security for employees and members was fundamental to successfully combine the two institutions. We determined that both credit unions member groups needed to identify with the new credit union as being “theirs”. Keeping the board involved as well as key staff members provided the internal support to launch the new name and brand.
Note: Advantis project was a partnership with Hydrogen Advertising