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.
"We want you to 'Think First' before committing your valuable, personal financial resources in any venture and we will have much to say as our campaign moves forward," declared Peter J. Muise, president/CEO.
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Muise said that over the years a "disconnect" had started to exist between members and the CU so it was decided to try solving that problem by developing a sharper image in ads and facilities by becoming "sleeker and more appealing to a broader range of customers."
"Indeed, the old maroon signs and script simply did not seem to reflect how we have grown and prospered in Southeastern Massachusetts and on the Cape and many of our customers have told us that there seemed to be a 'disconnect' between our image and the modern reality of the credit union," said Muise, noting the maroon mantra has been changed to blue.
The new signage and entire branding campaign at the CU's 9 branches is expected to take about six months, said Muise.
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