HAUPPAUGE, N.Y. — Hudson Valley FCU here has launched a new brand to better reflect the credit union's connection to consumers and businesses it serves throughout upstate New York.
The $4.1 billion credit union's new logo was created with the assistance of Austin & Williams, a financial-services marketing agency. A statement from the group said the new crest was the result of extensive market-driven research, and attempts to position the credit union "as the safe, local, service-focused and loyal 'go-to' financial partner individuals and owners trust."
Rick Chiorando, principal and chief creative officer at Austin & Williams, said that while the credit union had grown and evolved during the last two decades, "its brand identity remained the same and did little to represent the credit union, its constituencies or its future direction." The rebranded logo is intended to convey a warm, friendly and community-focused institution via a contemporary design and modern color palette.
"The brand we created together perfectly represents our institution and our core values," said Chelen Reyes, VP of retail delivery and marketing at the credit union.
The new logo and brand identity are intended to be the cornerstone of a multi-pronged marketing and advertising campaign that includes, broadcast, print, outdoor and digital marketing, and more.
