Via’s bold design grid and color provides structure and a level of consistency to the new look-and-feel. It is the backbone upon which the brand identity is built.
A bold, fresh brand
The copy tone and clean style for ViaCU branding is tightly focused on one primary product/service attribute and is conversational in nature, with interesting turns of phrase not normally found in financial copy.
The new brand slogan, “Success Takes Direction,” builds off the new Via name and supports the credit union’s brand strategy to be a trusted advisor and financial guide in members’ lives.
A voice and a choice
Strategic naming process wins member approval by a 99% landslide
Weber Marketing saves the day after an inexperienced agency falters.
After losing precious months and money working through another naming firm’s poor process and inferior trademark expertise, MSECU decided it was time to call the financial naming experts at Weber Marketing.
Weber Marketing responded with a successful strategy that resulted in 99% membership approval of a new, trademarkable name in just 16 weeks. That’s no easy task in a state where credit unions are required by law to have members approve new names by at least a 75 percent margin.
A strategic naming approach using the voice of members
Weber Marketing’s unique vote strategy was key to the success. The first step was to give members a choice between two names. After narrowing more than 100 different names proposed by Weber Marketing down to the final two, trademark attorneys ensured the two names were legally available.
Then members had their say. Over 20 percent of the membership participated in the vote to choose the credit union’s new name. The majority winner of the democratic vote was Via Credit Union.
"A name change is a big step, and we felt it was important to involve our member/owners and respect their decision," said Dick Kibbey, President and CEO of the credit union.
Because members felt like they were given a voice and a choice, they then approved the bylaw amendment to change names by a staggering 99 percent.
The new Via name suggests the credit union is a pathway for members to reach their goals, such as a new home or a secure retirement.
"The name change removes a barrier to membership many sensed when hearing our former name. People assumed that you couldn’t join unless you worked for Marion Schools, which isn’t true," said Kibbey.
