OAK GROVE, Ore.–Clackamas FCU has unveiled a new name and branding.
The CU, founded in 1957, is now Embold Credit Union.
Embold CU said it is changing the name as it also expands into Marion, Multnomah, Polk, Washington, and Yamhill counties in Oregon.
“After a robust strategic process, our leadership team and board of directors came to the decision to undergo a rebrand and add to our leadership team to serve more members in new communities,” said CEO Aaron Goff. “By reducing confusion about eligibility of who can join, this new name will give us the opportunity to help more Oregonians reach their financial goals.”
The credit union reported it worked closely with Seattle-based Strum, a strategic branding and marketing agency, to develop and trademark the new Embold Credit Union name and brand.
“The new name reflects the credit union’s deep roots in the community, as well as their passion and commitment to helping members make bold choices to make their financial goals a reality,” said Strum President and CEO Mark Weber.
Looking to the Future
Added Goff, “Looking to the future, we are excited to welcome everyone in our neighboring counties; they will strengthen our organization as new members. Our passion to help each of our members has always been at the heart of who we are, and while our name is changing, that mission is not. We want to ensure that every member feels heard, valued, and emboldened to take their own next steps in reaching their financial goals.”
New in C Suite
Embold CU said it has also added a number of new executives, including Heather Friend as chief operations officer, Douglas Haines as chief information officer, Theresa Hansen as chief people officer, and Hilary Kissell as director of marketing and community development.
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