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The $450 million First Citizens’ Federal Credit Union of Fairhaven, Mass., will unveil a new logo, tagline and new colors Monday as it marks a calibrated effort to remake the CU into one more tech-oriented.

The rebranding effort, which will include newspapers and cable TV ads, is the biggest of its kind in the CU’s 70-year-history and is highlighted by a new “Think First” message to consumers to be cautious about how they handle personal finances but with the double meaning of picking the New Bedford CU as the financial institution of choice.

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