IDAHO FALLS, Idaho— East Idaho Credit Union has announced a new name and brand: Frontier Credit Union.
The $656-million credit unions said in a statement that the new name will allow it to better represent its members.
“Thanks to our incredible employees, who consistently uphold our values of integrity, dependability, and community, our membership continues to grow,” Dan Thurman, Frontier Credit Union CEO, said in a released statement. “With that growth, we’ve expanded our reach—opening new locations across Idaho and earning the recognition as one of the fastest growing credit unions in the state. Our new name reflects that change, and marks a new era of growth for our organization.”
The credit union was chartered in 1935 as Idaho Falls U S Employees Federal Credit Union before changing its name in 1963 to East Idaho Federal Credit Union and then to East Idaho Credit Union in 1998.
Today it has 11 branches and nearly 49,000 members.
Not Representative of All Members
“We have so many members across our state, across the country, and across the world,” Steven Foster, Frontier Credit Union chief marketing officer, said in the release. “And while we’re grateful for the [EICU] name, it’s served us well since 1963, it does not continue to represent all our members — or the goals of where we want to go with this organization—anymore.”
According to Frontier CU, it spent approximately 18 months in discussion, including the appointment of an internal brand committee and a partnership with Boise-based creative studio, SOVRN, in developing the new name and brand.
The credit union said the name Frontier was chosen as a nod to the rugged independence and history of exploration in the American west — “an intrinsic part of the credit union’s Idaho roots.”
The New Colors
The flag emblem, and colors it said are Dark Denim, Americana and Beacon “complement the name and call to mind the original American dream one that overlaps with Frontier’s commitment to helping members build a better life.”
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