SEATAC, Wash./DENVER–The newly merged Mountain West Credit Union Association and Northwest Credit Union Association have unveiled their new name: the Go West Credit Union Association.
The combined organization representing credit unions in six states officially became one on June 30. The Go West CU Association represents more than 300 credit unions in Washington, Oregon, Idaho, Colorado, Arizona and Wyoming.
The GoWest brand also now applies to the combined foundations and service corporations.
The GoWest CUA is headed by Troy Stang, who formerly led the Northwest CU Association. Scott Earl, the CEO of the former Mountain West CU Association, has retired.
“The GoWest brand is a true representation of the collaboration, commitment, and innovative nature of the credit unions we serve,” said Stang in a statement. “They are steadfast in their passion to serve the evolving needs of their members, and GoWest embodies that mindset.”
According to the association, the GoWest brand was the product of a thorough, inclusive research process to ensure the new brand fully captures the purpose and culture of member credit unions, and the association serving them.
'This is How We Roll'
Added Danielle Sittu, senior vice president of marketing, communications, and events for GoWest, “GoWest became obvious as it conveys the innovative nature, passion and fortitude of this association and its credit unions. GoWest also showcases collaboration and the association’s commitment to boldly advocate for an environment where consumers can choose, and do choose, credit unions as their financial partner. Most importantly, GoWest reflects the bold, pioneering spirit, and future-focused mindset of the member credit unions we serve. Our new logo connects us to our western heritage by forming an abstract mountain and sun while the clean, fluid lines indicate a path, which speaks to the journey our member credit unions take with us. The tagline – Go Forward. Go Together. – is very powerful, clean, and simple. We are an Association of cooperatives, and this is how we roll.”
The newly named organization has a website here and said a new site will launch in January of 2023. It has also introduced a video in conjunction with the new brand that can be viewed here.
As CUToday.info reported here earlier, at the time the merger was proposed the two organization said they had “identified the strengths of both and the strong possibilities of leveraging the influence of the combined credit unions’ voice by maintaining laser-sharp focus on local advocacy,” and described the move as a “terrific next step that could enable credit unions to advance the credit union Movement in new and exciting ways.”
Financial Pressures
The combined league comes as the number of credit unions continues to shrink, making it more financially challenging for state-level organizations to continue. As CUToday.info also recently reported, the Cornerstone League, which represents credit unions in Texas, Oklahoma and Arkansas, and the Heartland CU Association, which represents CUs in Missouri and Kansas, are also in merger discussions.
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