The $99 million Oregon Employees Federal Credit Union has rebranded itself as Heritage Grove Federal Credit 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 of the early pioneers who settled in Mid-Valley, the heritage of the city of Salem becoming the capital of Oregon, and our own local heritage with state employees,” Jim Mau said in the announcement this week.
“The word ‘grove’ signifies a group working together, as well as a place to gather and prosper. Together, the term Heritage Grove connotes a warm and inviting community spirit, kinship and growth, in addition to portraying a fortified area that offers safety and security,” Mau said.
Heritage Grove FCU was chartered in 1964 to serve state employees working in Salem, Oregon, and in 2004 expanded to a community charter that allows it to serve everyone who lives, works, attends school or worships in Marion, Polk and Yamhill counties.
A similarly sized Portland credit union rebranded earlier this year, from Northwest Resource to Trailhead CU.