Northern Massachusetts Telephone Workers Credit Union recentlyannounced that is has changed its name to Align Credit Union andopened a new branch in Amesbury, Mass.

The $547 million credit union in Lowell, Mass., joins a growing list of institutions launching major re-brandingefforts to reflect an expanded field of membership. After beinggranted a community charter in 2005, the credit union widenedmembership to include anyone who lives, works or goes to school inmany communities in eastern Massachusetts and southern NewHampshire.

“I could not be more excited about beginning this next chapteras Align Credit Union,” said Ken Del Rossi, president/CEO of the25,000-member Align. “While NMTW certainly holds a great deal of emotional equity, it wastime to update our name to better represent who we are today. AsAlign, expect the same level of service and community commitment –just with a brand new look and enhanced product and serviceofferings.”

The launch of the new name coincides with the opening of Align'ssixth branch at 19 Haverhill Road in Amesbury. The full-servicebranch features a drive-up ATM and teller window.

The new name and tagline – “Connecting all your banking needs” –were developed as a tribute to the credit union's commitment tocustomization and full-service approach, with the word “connect”providing a nod to its telephone worker heritage, the credit unionsaid.

Other changes include a new website and mediacampaign, in addition to a refresh of all branch signage,collateral and internal tools.

The new name is the result of more than a year of research,analysis and planning that touched all levels of the organization,the credit union said.

“This has been an exciting process for our organization,” saidLauren Robinson, Align's vice president of marketing. “Members,employees and community partners have all rallied behind the newname, helping to make the transition as seamless as possible. Weare thrilled to fully transition to Align and continue to deliversuperior financial solutions.”