“It was not an easy decision to make, given the longevity and reputation of our 70-year-old-name, but deep research revealed that it was the right choice. Especially since the credit union had increasingly become a regional player, and our geographically-limited North Shore name no longer fit us.”

“Rebranding wasn’t an easy process to complete. Three years in the making, it was a massive project, touching all aspects of our business, culture and operations. It demanded a highly orchestrated approach to ensure every single employee fully understood the scope of the change—from both a tactical and cultural standpoint, …