EL SEGUNDO, Calif. — The $770 million Xerox Federal Credit Union will launch a new name and brand, transitioning to Xceed Financial Credit Union on March 31.
CEO Teresa Freeborn and team hired St. Louis-based firm NewGround for the job. NewGround previously re-branded $1 billion Ascend FCU, $170 million Clearstar Financial FCU, and $260 million Fivepoint FCU. The new branding strategy is the result of about nine months of consultancy, focus groups, surveys, and meetings with SEGs.
Freeborn said her re-branding is part of a larger growth initiative that will include 10 new branches in three years, two new headquarters buildings, development of new products and services, particularly business services, and a continuation of last year's ramped up business development offensive.
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