PEACHTREE CORNERS, Ga.– EXCEL Federal Credit Union has introduced new branding, including a refreshened website experience.
EXCEL said the goal is to “bring to life” the evolution of the credit union over the years. In 1996, the credit union adopted the name EXCEL Federal Credit Union as a “symbol of its mission to continue to expand member service, automation and technology. The new logo brings this mission to life with a clean, modern look.”
According to the credit union, the new web presence was designed with the member experience top of mind. Understanding the market shift to increased usage of mobile devices instead of desktops or laptops, the credit union designed the web experience to be optimized for mobile access. The intention was to relate to the member experience by creating navigation and shortcuts to address what brought the member to the site and make information easy to find, Excel FCU said.
“EXCEL has emphasized innovation in our strategic planning over the past three years, and the time was right for us to look as modern as we act,” said Tom Hayden, chief executive officer for EXCEL. “Our teams have been working together to introduce new technology, improved member experience and modernized processes and we are pleased to share this next phase with our members and associates.”
A Slow Launch
EXCEL will be executing a slow launch to roll out the new brand as materials, signage and technologies require natural maintenance. Members will begin seeing the new logo on communications, marketing, digital advertisements and other areas throughout 2020 and into 2021.
“While introducing new technologies such as text messaging services and appointment scheduling, we saw an opportunity to welcome members back with a new and improved image that aligns to our member experience. We wanted to create something as exceptional as our team and our members,” added Britney Bailey, marketing director of the credit union.