WASHINGTON, Pa. — With new leadership, a new culture and a new approach, Washington Community Federal Credit Union is shining up its image with a new name: Chrome Federal Credit Union.
NCUA approved the new name March 24, according to Amanda Lunger, Chrome's vice president and chief brand officer.
Founded in 1971 by employees of Washington Steel Corporation, the CU said it later expanded to serve all residents of surrounding Washington and Greene County in western Pennsylvania. The field of membership change came after the CU's original Washington Steel sponsor was bought by Lukens Steel Company in 1992.
The new brand comes at the same time that Christopher George, who was hired on as president in 2014, is taking on the CEO title following the retirement of Edward Orisko. The name change is also part of a culture change at the CU, as well.
"Washington Community FCU was [too] lengthy to say, tough to write and hard to remember," said Lunger. "We were also getting confused with the many other banks and credit unions in the area that have the word 'Washington' in their name."
Indeed, according to data from NCUA, there are no less than ten federally-chartered credit unions across the country with the word "Washington" in their title.
"What we're doing is special and different, and we wanted our name to reflect that while paying homage to what got us here — which is steel," Lunger added.
In connection with the rebranding and name change, Chrome is rebuilding its flagship store at 440 Racetrack Road and also doubling its size to include a community room/small business incubator. The credit union is also working on a new website, updated online/mobile banking, and seeking expansion into new markets.
"Chrome is simply good banking," said George. "To us that means easy-to-use accounts, less fees, more stores and smart people who can't wait to help. We'll also be serving up state-of-the-art online and mobile banking, Chrome Confidence privacy and security assurance, and more."
George added: "We are flipping the model upside down. We feel banking is going digital, and everyone holds a bank in their pocket. The store is there to host a conversation about financial goals; so we can explain how we can make our customers lives easier with our simple products and services."
