MADISON, Wis.–The $2.8-billion UW Credit Union has launched what it is calling a refreshed corporate identity, as well as a newtagline, new look and a new direction for the CU established more than 85 years ago by members of the University of Wisconsin community. The new tagline is “Here For Every You.”
According to UWCU, brand research determined that evolving the UWCU brand identity was needed, and it interviewed hundreds of members, employees and prospective members for input on its image, products and services.
The credit union’s CEO, Paul Kundert, said that research found UWCU’s reputation and equity built under its previous identity was a valuable asset, but a more contemporary image and icon would better reflect and keep pace with where the organization is headed.
“Crisp, strong and confident,” Kundert said. “Our updated appearance reflects our modern services, technology and sophistication, while honoring our history and UW roots, which continues to be represented in our values and our name.”
New Products Offered
UWCU said the research has also led it to “develop a number of novel products for 2019, some technology-driven with others aimed at younger financial consumers, including Millennials and high school students, first-time users.”
The credit union’s website, web branches and mobile apps have already taken on the new identity. The organization said it will begin issuing newly branded credit/debit cards later this year and update members’ current credit/debit cards when they are about to expire, along with other brand rollout strategies.
The new tagline, Here For Every You, focuses on a key brand strength, according to Anne Norman, senior vice-president and chief marketing officer. “We work hand-in-hand to help members meet life goals,” said Norman. “We support you, so you’ll be financially empowered to take that next step.”
UWCU has more than 250,000 members and 26 branch locations.
For more information on the rebranding, including a video, go here.