Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Financial Services, Investments, Credit Union, Banking, Mergers, Acquisitions

Below: Before and After Images in Slide Show, Video, Summary, Credits

Industry Setting

When the State Employees Federal Credit Union (SEFCU) and the Capital Communications Federal Credit Union (CAP COM) merged in 2022, they created the New York capital region’s largest financial institution at more than $8 billion in assets and hundreds of thousands of members.


SEFCU and CAP COM had similar cultures and complementary strengths. It was clear, however, that neither of the existing brands would serve the new organization. The new brand needed to go head-to-head against traditional financial institutions without losing the essence of the credit union’s purpose and member-driven ethos.


Internal and external interviews, competitive market research, social listening and data science revealed a strong sentiment of customer success and fair play in keeping with traditional credit union values. There was also a need to look ahead to serve younger, tech-savvy members without leaving those who prefer human contact and relationships behind.

The combination of mission-driven culture, fairness, giving, future-focused high-touch service and anticipating what’s to come resonated with the Broadview name, and came together in a new brand promise: “Meeting people where they are and where they’re going.” These ideas are reflected in the verbal and visual brand to highlight what makes Broadview unique.

The team worked hand-in-hand with Broadview to ensure the brand launch and implementation went smoothly, from employee training to branch signage, website transformation and major public-facing branding opportunities.


Thanks to smart business decisions and a commitment to leveraging the brand as a leadership tool, Broadview has set the stage for growth and is positioned to become a major force in the New York capital region financial services market.

Thus far Broadview has enjoyed high customer satisfaction, keeping 100% of the customer base and is already seeing deposit growth and increasing transaction volumes.


Client: Broadview Federal Credit Union – broadviewfcu.com
Chief Marketing & Communications Officer: Christie O’Toole

Brand Strategists/Designers: Tenet Partners – tenetpartners.com

Managing Partner, CEO: Hampton Bridwell
Senior Partner, Creative Director: Andrew Bogucki
Director, Editorial Services: Andrew Douglas
Partner, Design: David Garcia
Director, Design: Annick Wydooghe
Director, Design: Randell Holder
Associate Account Director: Janice Bissell
Senior Account Manager: Kelly Scheer