EL SEGUNDO, Calif. – From the person who brought the credit union movement one of the largest re-branding efforts comes another new name: the relaunch of Xerox FCU as Xceed FCU.
The new name is aimed at better positioning the $770 million credit union to attract members outside the core sponsor group, headed by the company known for its copy machines, credit union officials said. “We’ve created a whole new strategic plan, added new lines of business as well as dozens of new select employer groups,” said Teresa Freeborn, the new CEO of the credit union, who launched the re-branding of credit union giant Hughes Aircraft Employees FCU to Kinecta FCU a few years ago.
The credit union’s new tagline, “at work for you,” is meant to reflect the renewed focus on the workplace. This focus will include a remodeling of all existing branches and the addition of 10 new ones, all with the latest technology, according to Freeborn, who took over at Xerox a year ago.
The new brand, which was formally introduced yesterday at Universal Studios in Hollywood, will be introduced to members and the credit union’s 150 select groups on March 31.
The new name, Xceed, was developed by NewGround and was found to resonate with audiences nationwide. The Xerox lineage will be retained with the brand X in the name, as well as the use of red, which ties to Xerox Corp., still the credit union’s largest sponsor.
