The $99 million Oregon EmployeesFederal Credit Union has rebranded itself as Heritage Grove FederalCredit Union.
The 8,500-member Heritage Grove chose the new name to connect to both the present and the past,its president/CEO said, and worked with Raoust+Partners of Hampton,Va., on the rebranding and marketing campaign.
|“We believe the word 'heritage' connects us with the heritage ofthe early pioneers who settled in Mid-Valley, the heritage of thecity of Salem becoming the capital of Oregon, and our own localheritage with state employees,” Jim Mau said in the announcementthis week.
|“The word 'grove' signifies a group working together, as well asa place to gather and prosper. Together, the term Heritage Groveconnotes a warm and inviting community spirit, kinship and growth,in addition to portraying a fortified area that offers safety andsecurity,” Mau said.
|Heritage Grove FCU was chartered in 1964 to serve stateemployees working in Salem, Oregon, and in 2004 expanded to acommunity charter that allows it to serve everyone who lives,works, attends school or worships in Marion, Polk and Yamhillcounties.
|A similarly sized Portland credit union rebranded earlier thisyear, from Northwest Resource to Trailhead CU.
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