SHREVEPORT, La.–Post Office Employees Federal Credit Union here has completed a rebranding and now sports a new name.
The $36-million CU is now POE Credit Union, which is an abbreviation for “Pride, Ownership and Excellence.”
With the new name comes a new logo, brand identity and website, all of which were created by Your Marketing Co in Greenville, S.C.
Chartered in 1934, POE was formed to serve the financial needs of post office employees and their families. “However, in recent years the credit union has expanded its field of membership in Bossier and Caddo parishes,” said Your Marketing Co, adding that what transcends both its base of postal workers and the greater community are the core values of “Pride, Ownership and Excellence.”
“If you’ve ever met a postal worker, these are men and women who are mission-driven and work shoulder-to-shoulder,” said YMC President Bo McDonald. “This idea of succeeding by working together is truly represented by this credit union. As one of only a few full-service financial institutions in their market, POE is well positioned to help its members achieve a better quality of life.”
‘Expression of Strength’
According to Your Marketing Co., a more modern color palette still captures U.S. patriotism for POE. It’s sharp, easy-to-navigate website – created by a division of YMC called uncommn – is compliant with the Americans with Disabilities Act (ADA). In its new mark, the letter “P” appears within a cube-shaped logo that is reminiscent of a package. “Altogether, it becomes a badge that is an expression of strength,” the company said.
“POE is not in the business of reporting earnings to bank shareholders, but rather finding opportunities for its members,” McDonald said. “They have such a passionate and innovative team. We believe this overall brand strategy will position them for future growth.”