PHOENIX — In an effort to deepen its relationship with members a new name has led to big changes at Arizona State Savings and Credit Union. The credit union, which now goes by Arizona State Credit Union, has turned to Seattle-based branding firm Weber Marketing Group to launch a major re-branding of its entire organization. From a logo and color palette that literally pulls from the local landscape and a revamping of its Web site and all 22 of its branches, to the construction of a new 135,000 square-foot headquarters facility in Phoenix, Arizona State CU's makeover is designed to build brand awareness. "Our old name was a little cumbersome and some members were confusing us with banks," said Arizona State CU Senior Vice President of Marketing Paul B. Stull. "For us it was important to keep the credit union in our name while showing how proud we are of Arizona and to be a part of Arizona–that local identification sets us apart from the competition." Further reinforcing the credit union's local connection is the new brand slogan One State of Mind, which represents the feeling and experience unique to all Arizonans while suggesting the spirit of teamwork that is unique to credit unions. In addition, branches were infused with local color including lobby murals that feature images from across the state of Arizona. "We took the colors, images and spirit of Arizona and put it in our offices. We are Arizona and now our offices will reflect the true character of our organization," said Arizona State CU President/CEO David E. Doss.

Stull adds that the vibrant Arizona colors of red, green, blue and copper help stake out the credit union's identification of being an organization tied to a geographic area.

"We are a retail financial institution that offers great service and convenience to our members so this was an opportunity to raise the bar at all of our 22 offices to reflect that position rather than as an 'order taker' financial institution," said Stull. "Our highly qualified staff is already very service-oriented so it was just a matter of shaping up the branch environment to match their efforts."