ST. LOUIS, Mo. -- Clearstar Financial Credit Union has been singled out as one of the world's best rebrands in the third annual ReBrand 100 Global Awards Contest.
ReBrand 100 recognizes the world's most effective brand transformations based on the repositioning, revitalizing and redesign of existing brand assets to meet strategic goals.
The credit union turned to design/build retail strategic firm NewGround for a new brand name and logo.
Previously known as Sierra Schools Credit Union, the credit union needed a new name to better reflect its current identity and ability to help all members succeed, educators and non-educators alike.
Using a strategy that stemmed from its roots as an educator's credit union, NewGround helped Clearstar Financial create a new brand promise focused on educating members and helping them become effective financial stewards.
The new name, Clearstar Financial Credit Union, is derived from the "guiding light" image associated with education and intellectual enlightenment. It conveys a sense of moving forward, toward one's hopes, goals and aspirations.
"The solutions we found strongest and most effective are those that applied intellectual rigor and honesty in the delivery of brand attributes," said Manuel Toscano, Principal, Zago, and 2007 ReBrand 100 Juror. "Many winners of the 2007 ReBrand 100 Awards reinforced that effective branding is much more than aesthetically pleasing design."
This year's jurors included, Procter & Gamble Design Director Helen Stringer; Interbrand Executive Creative Director Chris Campbell; and Xerox Corporation Director Worldwide Brand Richard Wergan.
Past award recipients include SwissLife; Unilever; and Virgin Atlantic.
Winning submissions become part of an online repository at www.rebrand.com, a source for case studies and programs focused on effective brand transformations. The public showcase has become an invaluable and inspirational learning tool.