A rising force in the financial services industry
For most of the past century, credit unions have been niche players in the U.S. financial services industry serving a relatively small slice of the banking market. That’s changing rapidly as legacy players like Teachers Federal Credit Union (TFCU) are fueling growth ambitions by expanding their geographic footprints and fintech offerings to attract new members. But how do you do that without alienating their communities and legacy members?
Our visual expression transformed TFCU into Raiz. A brand that honors its roots while welcoming a new nationwide generation beyond teachers and its El Paso hometown. It’s a vibrant identity built on pride that envisions a boldly refreshing path forward.