Flipping the Switch to Central Valley Firefighters

The fire service is full of traditions and rituals. The work of firefighters is dangerous and unexpected, and the protection of lives and property comes with great responsibility. It comes with no surprise that firefighting training is very intensive.

As a result, there’s a close-knit kinship among firefighters. The uniforms mean a great deal. Every patch tells a story. These are men and women who rely on each other from the fire station to when duty calls.

For Fresno Fire Department Credit Union, with more than 80 years of memorabilia decorating every inch of every wall, would a rebrand prove to be too difficult?

Over the past several decades, membership has expanded to include firefighters and their families in Fresno, Madera, Merced, Mariposa, Kings and Tulare counties. Fresno may be the credit union’s hometown, but its footprint is much larger. It was time for a new “patch.”

On May 12, FFDCU became Central Valley Firefighters Credit Union to better reflect its regional membership.

Your Marketing Co. needed to capture the essence of what the credit union was doing in a new brand identity. We found the credit union had three unique characteristics unmatched by their rivals:

Separation is in the preparation. Unlike any other financial institution in the Central Valley, CVFCU knows their members. For people working some of the most demanding jobs, the credit union helps prepare these people and their families for a brighter financial future.

CVFCU lives by the rule of “leave no one behind.” Albeit a small credit union, the staff has high standards to mentor and work with active and retired firefighters.

Response isn’t about having multiple branches (CVFCU has just one). They view responsiveness as being accessible and adaptive, and rigorously listening to its members.

In its new brand identity, Central Valley Firefighters Credit Union is positioned as being more modern and chic without losing its hardnose legacy. The name, logo and colors navigates being both trendy and nostalgic – giving distinctive meaning to its membership.

To see the credit union’s new identity and website, visit cvfirecu.org.

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