MIDLAND, Mich.–Members First Credit Union, which is known as M1, has introduced new branding.
The credit union said that by refreshing its brand, its aim is to reflect its purpose-driven and resourceful culture that empowers individuals and communities to achieve financial goals and wellbeing.
“All of us at Members First find joy in serving members and take pride in how we can help individuals achieve their dreams, no matter what their circumstances,” said M1 CEO Carrie Iafrate. “The brand refresh gives us the opportunity to showcase what we do and why we do it. By telling the Members First story more broadly and intentionally, we can grow our membership and help communities thrive.”
‘Member-Centric Experience’
According to the $815.1-million credit union, the new look signifies a renewed focus on delivering a “member-centric experience across all touchpoints that distinguishes M1 from other Michigan financial institutions and highlights its mission, values, and community-oriented approach.”
The credit union added the new visual identity aligns with its focus on providing financial empowerment and building stronger relationships within the communities it serves.”
“Our compassionate, creative and vibrant team is committed to serving members who are not well-served by other financial service providers,” added Iafrate. “Our team reflects that commitment every day in the joy they feel by providing unconditional support regardless of where that member is on their financial journey. Our new look and messaging tells the outside world the way we act and feel on the inside. When people see our M1 logo, there’s no doubt what it means. We put our members first, for the joy of it.”
Rollout Taking Place
Members First, which is a CDFI, said its employees are certified as financial counselors and will be able to offer tailored solutions to meet members’ goals.
The CU said its more than 63,000 members can expect to see the new brand reflected across digital platforms, branch locations, marketing materials, and more, as the introduction of the new logo rolls out over time.
The new branding and a video can be found here.
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