ABBEVILLE, S.C. – Greater Abbeville Federal Credit Union has introduced a re-branding initiative that includes a name change.
The credit union is now HopeSouth Federal Credit Union. With the new name comes a new graphic identity, logo and website.
“Our new logo change is not just an outward appearance. With our new brand, we intend to build on our past legacy and establish a strong emotional connection with our members,” said CEO Faye Crocker. “It’s all about taking the success we’ve had and letting more people know about it.”
HopeSouth was founded in 1972 as Flexible Tubing Employees Federal Credit Union, serving the people who work in the Abbeville plant of Flexible Technologies Inc. In 1985, the credit union became Greater Abbeville Federal Credit Union as it expanded its membership to anyone who lives, works, worships or attends school in Abbeville County.
“Over time, the acronym GAFCU became more synonymous within the community,” the credit union said. “As an Abbeville institution for more than four decades, GAFCU had strong verbal recognition but the name lacked interest and a strong visual identity.”
The new HopeSouth FCU said it is a lifestyle brand anchored by a mission to be a source of hope for a financially secure future. “It equally reflects the spirit of its location – distinctly southern, rich in heritage and natural beauty,” it said.
“HopeSouth is a vastly different credit union than most people realize,” said Chairman Mark Hall. “In many respects, our brand is now catching up with the many changes we have made. Our core values haven’t changed, but we have significantly broadened our capabilities. This brand represents our aspirations and direction for how we will grow to meet the future needs of our community.”
The $19-million CU has 3,408 members.