SPOKANE, Wash.-Global Credit Union has launched new branding, including a new logo, a new look in its branches and upgrades to technology used in the lending process.
The rebrand comes as part of a vision that calls for doubling the credit union's assets over the next five years.
Abigail Franklin, VP of marketing and strategy for the $352-million CU, told Credit Union Journal Global's rebrand initiative includes a strong emphasis on branch design, improving lending programs and advancing electronic access.
"Our interior branch design is going to become more colorful and interactive," she said. "Our loan process is going to become more streamlined with mobile loan applications and online loan applications."
On the lending side, Franklin said Global has eliminated application fees to encourage members to take out a loan with the CU, which was one of the first credit unions to popularize the now-ubiquitous "savings challenge" concept in 2010 ["Biggest Challenge? Goals Keep Being Exceeded," Dec. 20, 2010].
"We also want them take advantage of the low rates we have compared to other financial institutions they may have a loan with," she said. "We have saved our members more than $18 million in interest by transferring their loans to us."
According to Franklin, to communicate its strategic vision, Global is celebrating the communities it serves and the people who "make our communities great." The CU tapped local artists and bands to create a number of new TV commercials and artwork for billboards and bus wraps.
"The core message is we are prepared to grow dreams, members and communities," she said. "Our goal is to double our asset size in the next five years."
Global worked with local marketing consultancy Boom Creative to develop its new look. The credit union's employees and volunteers got a preview at Global's annual employee conference at the Spokane Convention Center.
Global said the rebrand embraces its history while looking to the future with the message "Global is Everybody's Credit Union." It is encouraging people to become "Global Citizens" by saving money and giving back to the community.
Franklin said the introduction of the "Global Citizen" theme highlights the credit union's active support of charitable causes, local artists, small businesses and organizations.
The rebrand incorporated information gathered from interviews with employees, members and the general public, which Franklin said created a "new look" that reflects the credit union's long standing traditions of community involvement, military history and entrepreneurial spirit.
As the name implies, Global serves more than 48,000 members around the world. Membership is open to anyone living or working in Washington state, Kootenai, Benewah, Shoshone or Latah counties in Idaho, and all active and retired military members and their families worldwide.