OCEANSIDE, Calif.–Pacific Marine Credit Union is changing its name and brand identity. The credit union has changed its name to Frontwave Credit Union, which it said is part of a “strategic initiative to differentiate and disrupt the Southern California financial services competitive landscape.”
Founded on Camp Pendleton in California in 1952 to serve U.S. Marines and their families on bases throughout Southern California, the former Pacific Marine expanded its FOM beyond the bases to serve the communities that support the Marines in San Diego, Riverside, and San Bernardino Counties.
“Although being open to the community has helped our growth over the past 16 years, our name was polarizing and created confusion. We were too often mistaken as a credit union that served only Marines,” said Bill Birnie, president and CEO of Pacific Marine Credit Union. “We believe our new name is more approachable and conveys that we are open to the broader community. Our new name and brand is a reflection of our history, legacy, philosophy of service, and commitment to our membership. All with a big dose of personality, authenticity, and grit. There aren’t many communities like this one. Home to the world’s greatest fighting forces, and a community of people fighting every day for their families, their friends, and for what’s right.”
The new Frontwave Credit Union said it worked with Seattle-based Weber Marketing Group on the name change and rebranding.
An ‘Evergreen’ Name
“We are so pleased to have a great partner like Weber Marketing Group to collaborate with,” said Todd Kern, chief marketing officer for PMCU. “We wanted to reach for an evergreen name that would help us grow toward our future and evoke inclusivity while representing Southern California’s unique landscape and culture. Our new name and brand is bold, innovative and youthful.”
Added Mark Weber, CEO and chairman of Weber Marketing Group, “Frontwave Credit Union evokes PMCU’s historical ties to the Marines, the military’s First Wave of Fighters, while reflecting the community with authenticity and distinction. It is a strong, trusted name that is open to the broader community while staying tethered to its historical roots.”
Over the prior 18 months Frontwave CU reported it has also launched new mobile and online banking platforms, opened two new branches on Camp Pendleton, one new branch in Wildomar, Calif., and will open yet another new branch in Escondido, Calif. in November.