FRESNO, Calif.–Fresno Fire Department CU has fired up a new name and brand.
The credit union has changed its name to Central Valley Firefighters Credit Union. It said it made that move because over the past several decades, membership has expanded to include firefighters and their families in Fresno, Madera, Merced, Mariposa, Kings and Tulare counties. The credit union changed its name to better reflect its regional membership.
“We believe that our new brand identity will help further define us to those we serve – a six-county region of Central Valley,” said President and CEO Emily Morton. “The name will provide a sense of unity for all our members and establish an interconnected culture for our credit union.”
The credit union made the announcement at a press conference in conjunction with a member appreciation cookout at their Fresno office. Along with children’s activities and giveaways, the credit union announced a share certificate special featuring 1.60% APR for 12 months and the return of dividends to their free checking accounts. A new website, cvfirecu.org, has also launched.
The $36-million CU has 2,600 members. The rebranding was handled by Your Marketing Co., Greenville, S.C.