New Name and Identity for Largest Credit Union in Kansas 2.02.09–Monigle Associates, a leading firm that helps clients nationwide build and activate brands, announces that it has developed a new brand name and identity for Boeing Wichita Credit Union (BWCU). As of Sunday, February 1, 2009, the largest credit union in Kansas will be known as Meritrust Credit Union. BWCU wanted to attract new members as it continued to expand across a broader geographical area and compete against regional banks. To help achieve this, the organization believed that a new name—one that appeals to both new and existing members, is not geographically limiting, and supports the brand promise of “unsurpassed service”—was needed. Monigle Associates was engaged to develop a new name and identity that would attract a wider customer base as well as inspire a sense of confidence and pride in heritage members. The new name, Meritrust Credit Union, was created by combining the two fundamentals of the organization’s core positioning that matter most to members: merit and trust. To correspond with the new name, Monigle Associates created an identity that was inviting and engaging. The red controlled field of the logo is a literal rendering of the outline of the state of Kansas, suggesting Meritrust’s inclusive and comprehensive approach to membership, and its commitment to serving the state. The identity system provides for changeable background profiles in the logo that represent how Meritrust’s comprehensive services align with each member’s lifetime needs. |
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