Box Elder County Credit Union in Brigham City, Utah, is getting a new name.
The credit union will become Elevate Credit Union on Jan. 1, 2020.
“We felt that we didn’t want to alienate all of our members by being tied to the name of the one county that we serve,” said Tonya Gail, the credit union’s vice president of marketing.
The credit union’s rebranding efforts have been mulled over since 2015 when it received approval for membership expansion. The CU subsequently put out some feelers within its community with a naming competition, but pulled back on these efforts when a potential merger of equals opportunity arose.
The $132 million-asset CU invested two years of research and consideration into what would have been a merger of equals, but toward the end of last fall the merger fell through. After that, the credit union returned to its original plan of building a new branch within Cache County, which is when the name change arose again.
The credit union is now able to move on as it plans the opening of its new branch in the spring of 2020, which will be in a university town filled with a younger, tech-savvy population.
“Our intention is to have our new branch set the new standard for Elevate Credit Union,” Gail said.
The new branch will have a more open floor plan, which was compared to an Apple store.
Staff will be stationed in the middle of the branch, ready to greet members while also having employees assigned to communal areas where members can be assisted. Though the credit union hasn’t worked out all the specifics yet, it’s imagining a floor plan that allows people to feel at ease rather than closed off.
"We believe our new name puts the credit union in the best position possible for long-term growth,” Scott Webre, president and CEO of the credit union, said in a statement. “This growth strengthens our credit union to better serve our members, and allows us to extend our member-centered philosophy to even more areas.”
