JACKSONVILLE, Fla. — Jax Federal Credit Union is changing its name and brand.
Effective March 29, Jax FCU will be RadiFi Credit Union. This week it has been sending a letter to members unveiling the new name and logo, with the CU saying it will continue with a public implementation through the spring and summer.
“The new brand, RadiFi, embodies the relationship between the credit union, its members, and the community it serves, as well as its mission to empower, guide and support people throughout their lives,” the $582-milllion CU said. “The new brand tagline — ‘Make Waves’ — signals the organization’s innovative approach to financial services and creating impactful changes in the lives of the credit union’s members, as well as the community at large. The color palette is bright and contemporary, reflecting the bold, energetic, and future-forward direction of the credit union’s growth strategy.”
Jax FCU said the rebrand is the first in the history of the CU, which was founded in 1935. Jax FCU/RadiFI FCU has 42,000 members and seven branch locations in Northeast Florida, with membership open to anyone who lives, learns, works, or worships in Duval, Clay, St. Johns, Baker and Nassau Counties.
‘Forward-Looking Institution’
“We are a forward-looking institution built on a foundation of trust and excellence in the financial services industry,” said John Servos, president and CEO of Jax Federal Credit Union. “The RadiFi brand speaks to the innovative evolution and dynamic growth of our organization, our community in Northeast Florida, and most importantly, our mission to empower our members to live vibrantly through our care and guidance.”
Partnership With Strum
Jax FCU said it partnered with the Seattle-based Strum Agency in creating the organization’s new name and brand.
“The collaboration began over two years ago. During the multi-year brand development process, the credit union worked with Strum to conduct research and gather insights from their board of directors, associates, members and the community,” it stated.
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