Greater Abbeville Federal Credit Union in Abbeville, S.C. has rebranded itself as HopeSouth FCU, along with a new name and logo.
The credit union was originally chartered in 1972 as Flexile Tubing Employees FCU before rebranding as GAFCU in 1985 when it expanded membership across Abbeville County. The credit union said in a press release that while the GAFCU name had strong recognition across the community, it “lacked interest and a strong visual identity.”
The credit union aims to change that with its new name and logo.
“HopeSouth is a vastly different credit union than most people realize,” said Chairman Mark Hall. “In many respects, our brand is now catching up with the many changes we have made. Our core values haven’t changed, but we have significantly broadened our capabilities. This brand represents our aspirations and direction for how we will grow to meet the future needs of our community.”
The rebrand was facilitated with the assistance of Your Marketing Co., a South Carolina-based marketing firm that works with credit unions across the country.
“Our new logo change is not just an outward appearance,” said CEO Faye Crocker. “With our new brand, we intend to build on our past legacy and establish a strong emotional connection with our members. It’s all about taking the success we’ve had and letting more people know about it.”
HopeSouth has $19 million in assets and more than 3,400 members.
