Rebranding a $1 Billion Company

Blue Federal Credit Union

In 2015, I led a major brand merger communication strategy that shaped Blue Federal Credit Union into a multi-branch expansion across Colorado.

In 2015, Warren FCU and Community FCU announced a merger to become Blue Federal Credit Union. This required a complete rebranding effort that meant telling 70,000 members and the world about our new name, all while preserving our brand's attributes and discovering new strengths in our combined identity. From the beginning, I was responsible for managing the communication and marketing strategies that were required to reposition this new name across 12 branches and 100+ staff members.

Staff engagement became a centerpiece of my focus. Bringing two teams together took patience and great communication that I launched through thoughtful channels and events—including the creation of Discovery Day. After presenting our C-suite with evidence that devoted time for the merging teams was crucial to raise staff morale, we closed all our branches for one day of learning, loving and leaving hard feelings behind. The force behind the message was a nod to our strongest campaign Do-Gooders Unite.

Renaming a credit union was a massive endeavor. From teller receipts to a full website redesign, I had a heavy hand in managing our creative assets. Launching a brand of this size took immense planning and collaboration with our creative partners at Warehouse 21. While running point on all project management of transforming our visual identity, it is still the largest and most impactful project of my career.

I partnered with Warehouse 21 to demonstrate the power of Blue's greatest asset—the staff. This hype video following our first Discovery Day still gives me chills every time I watch it.

Peep my friend Thomas at 0:53 who bravely served as our Discovery Day mascot and created an unforgettable moment.