The $43 million State Transportation Employees Credit Union in Columbus, Ohio,is now Bridge Credit Union.

The new Bridge brand is a nod to the credit union'stransportation heritage and reflects the strategic decision tobegin offering services in other transportation-related industriesin the private sector including employees in logistics,construction, engineering and warehousing, the credit unionsaid.

“The new brand embodies the essence and values of who we havealways been and who we will continue to be,” said Christy Leslie,CEO of the 7,800-member credit union. “Our name 'bridges' the gapbetween employees within the public and private sectors as well assymbolizes how we help connect members to their financialdreams.”

The rebranding includes the introduction of a newwebsite, new logo and new colorscheme.

The refreshed brand identity is the first in more than 45 years,and comes at a time when it is important for the credit union toseek opportunities for continued growth and to effectively fulfillits financial cooperative mission, the credit union said.

“Credit unions, by their organizational structure, are crucialin the financial services marketplace,” said Keri Moser, vicepresident of Bridge CU. “By expanding our market opportunities andinvesting in a technology-driven infrastructure, we can offer ourcredit union value to more consumers.”

Ahead of the rebranding, Bridge CU performed extensive marketresearch, including determining the types of services needed tobest serve potential new members and existing membership, thecredit union said.

To accommodate the change in direction and membership base, thecredit union upgraded its computer processing systems, streamlinedinternal operations, and added new services such as private studentloans, a dividend checking account, a new online mortgage resourcefor members and a membership rewards program.

“By strategically planning for our growth, we have laid thefoundation needed to remain a financially strong and member-focusedcredit union while at the same time building the platform needed toreach the next level,” added Jarod Bach, also a vice president ofBridge CU.