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AUSTIN, Texas — IBMTEXAS Employees Federal Credit Union has taken branding to the next level with just one word–AMPLIFY.

Developed over the course of two years in-house, in keeping with the informal local slogan of “Keep Austin Weird” the new name intentionally veers away from any “labels.” Operating on the basic criteria that the new name had to reflect the credit union’s roots in technology and innovation; its ability to serve a broader range of people; and its commitment to provide members service with no boundaries–AMPLIFY was born.

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