Northwest Resource Federal Credit Union announced last week that it will change its name to Trailhead Credit Union, effective June 3. As one of nine other credit unions in Oregon with “Northwest” in its name, the credit union said it wanted a new name that would better distinguish itself in the marketplace.
Weber Marketing Group, a strategic branding and marketing consulting agency, worked with the credit union’s board of directors and management team for six months to create the new Trailhead Credit Union name and brand.
“Our board voted unanimously to approve Trailhead as our new name,” said Northwest Resource’s President/CEO Jim McCarthy. “We pride ourselves on opening new paths and financial opportunities for our members. Both the new name and brand reflect this philosophy—as well as the Northwest region and Portland’s treasured urban and natural trails. We feel the name ‘Trailhead’ will resonate with our current and future members as we help them find their individual paths to financial success.”
The $92 million Portland, Ore.-based credit union will adopt the new tagline “Small Enough to Know Better” and said it will use its relatively smaller size as a competitive advantage. “We offer all of the same products and services you would find at a megabank but because we are a smaller-sized financial institution we have the ability to be more flexible and adapt more quickly to our members’ needs. We think of ourselves as more of a financial boutique” said Vice President-Marketing Kim Faucher.