Workers' Credit Union, a $1.4-billion institution based in Fitchburg, Mass., has finished updating all of its sixteen branches with what it referred to as a "bold new look," thereby completing the first portion of a program that commenced in May of this year.
Phase two of the rebranding process will be rolled out over the next few months, including the replacement of flooring, window treatments and new furniture. Some branches, Workers' CU noted, will need "very little" work during this phase, while others will receive a "more extensive make-over." Larger projects will be completed during off-hours to minimize disruptions, the credit union added.
The second phase is expected to be completed "sometime next year," said Sandra Sagehorn-Elliott, executive vice president and chief operating officer at Workers' CU.
In addition to the new exterior appearance at the branches, President and CEO Doug Petersen said members will now also have access to "updated online functionality" and new marketing materials, including new video displays that provide informational content, news and weather updates.
Petersen told Credit Union Journal that the impetus behind the rebranding arose from the credit union's "strong history" of providing "great member service."
"This rebrand is about making that experience even better, and aligning our look with that level of service," he added. "Whether opening an account, applying for a loan, updating information or depositing a check, we want to make it even easier, simpler and faster. We want to continue to 'wow' our members and attract the attention consumers who have high expectations and are looking for a new financial institution."
Sagehorn-Elliott also noted that the rebranding includes the credit union website, which was updated to reflect new colors and logo, with a "full website re-design" scheduled for next year.
But these are beyond just mere cosmetic changes.
"We are making changes across the organization," Sagehorn-Elliott added. "In order to deliver on our brand promise, we are investing heavily in staff training, streamlining processes and procedures, a new phone system, a new website and enhancements to our apps. We're putting a lot of focus on digital delivery channels. We've already launched Apple, Samsung, and Android Pay, added smartwatch apps, and refreshed our mobile app to simplify members' financial lives."
As for the cost and expense of all these changes, she commented that "we look at the cost of the rebrand as an investment in our future."
Beyond just the rebrand, Workers' CU has plans to open a new branch in Littleton next year.
