BROADVIEW
Creating a purpose-driven financial services brand.
CHALLENGE
When the State Employees Federal Credit Union (SEFCU) and the Capital Communications Federal Credit Union (CAP COM) merged in 2022, they created the New York capital region’s largest financial institution at more than $8 billion in assets and hundreds of thousands of members.
There was strong synergy between SEFCU and CAP COM: both were mission-driven organizations with similar cultures and strengths. It was clear from the outset, however, that neither of the existing brands would serve the new organization. The names—both legacies of their original scopes—no longer fully described their membership: SEFCU’s members include employees of businesses, students and employees of educational institutions and hundreds of other organizations in addition to the state employees that gave the organization its name. CAP COM had undergone similar growth.
SOLUTION
Using internal and external interviews, competitive market research and AI tools, the team uncovered a strong emphasis on customer success and fair play in keeping with the traditional values of credit unions. The organization’s leadership also recognized the need to look ahead—especially when it comes to technology—and made this a key part of its business strategy. This combination of mission-driven culture, fairness, giving, future-focused high-touch service and anticipating what’s to come came together in a new brand promise: “Meeting people where they are and where they’re going.”
The new identity centered on a logo that represented past, present and future, creating a visual system that was built to engage and tell stories. The bold, vibrant and clear new look and feel excelled in both digital and physical environments.
OUTCOME
Thanks to smart business decisions and the foresight to make the most of the merger that created it through strategic brand transformation, Broadview has set the stage for long-term growth and is now positioned to become a major force in the New York capital region financial services market.
