ALBUQUERQUE, N.M.–Kirtland Federal Credit Union has unveiled new branding, a new logo and new messaging.
The updated branding by the $990.5-million credit union includes dropping the “federal” from its name, even though it is retaining its federal charter. Kirtland CU said it refreshed its look and modernized it to “fit today’s culture.”
The new tagline is “Live Confident.”
Prior to unveiling, the credit union said it did an “extensive competitive-market analysis” and conducted focus groups with employees, members, and the public to learn about its strengths and how the existing brand fit into the community.
“This made it clear it was time for a change,” Kirtland CU said. “As Kirtland CU has grown over the years, it was important for our core values, mission, and vision to evolve as we continue finding ways to better serve our members and the communities we serve. We also must meet the needs of our employees who provide that service. We do this by evolving and aligning our culture along the way.”
The Brand Promise
Kirtland CU said its new brand promise is “to build relationships and trust by supporting the unique financial needs and goals of each member so they can Live Confident in their investment with us.”
“It’s not about banking. It’s about belonging and working together to build lifelong relationships with our members, our employees, and our communities. We are committed to adding value every day and through every interaction we have with you and each other,” said President and CEO Matt Rarden.
Kirtland Credit Union was chartered in 1958 to serve Kirtland Air Force Base and now has six locations and nearly 50,000 members.
The credit union said its team’s experience and “investment in our members, employees and technology has allowed us to provide the very best financial guidance to our membership.”
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