Deciding on the correct elements, look, emblem, and color palette to represent a brand can often be a very long and daunting process. Once a design has been finalized, having your brand identity ready to share with the world is a relief. But what if some time has passed, and you start to wonder if it’s time to rebrand?
Where do you begin?
What should you consider?
What makes this the right time to refresh or change your established brand?
How closely do you want to remain with your current brand, or how far are you willing to change it? And why?
Once these and other questions have been answered, the process of strategizing, exploring, and creating begins to ensure that a brand remains relevant and has longevity.
In 2022, Rome Teachers Federal Credit Union sought a community charter that allowed it to serve all who had a bond with the existing school communities. In 2023, Rome Teachers Federal Credit Union changed its name to RT Federal Credit Union to reflect the inclusive charter while keeping its foundation. With a new name and charter, the rebranding was critical as RT FCU expanded to include more districts and a new demographic. The work began with a collaboration between the Director of Marketing at NES Group, Sharon Lesogor, and Tracy Worden, CEO at RT FCU and their respective teams. Working on the month-long redesign was a seamless process of discovering, conceptualizing, reviewing, and finalizing the chosen design.
A key brand message element that RT FCU wanted to remain intact was the importance of serving their core customer: educators and their immediate families. With that in mind, the book icon was developed to be a part of the new logo, serving as a symbol of RT FCU’s very roots. A secondary brand element that was to remain was the color palette. The RT FCU signature green carries through in their new logo helping to maintain brand recognition. For RT FCU, it was also essential to include the message of growth and literacy. Sharon Lesogor tells us, “We developed their tagline: together we grow. This is a nod to their roots of promoting financial literacy and helping the community grow together.”
We are proud of the work developed and are excited about what is ahead in this new chapter for RT FCU. We reached out to Tracy who tells us: “Collaborating with NES Group for our rebranding initiative has been an exceptional journey. Their expertise and creative vision helped us articulate our identity while honoring our past. NES Group’s professionalism and creative approach made the entire process smooth and inspiring, ultimately delivering a refreshed identity that we’re incredibly proud of.”
We thank Tracy Worden and the team at RT FCU for partnering with us and entrusting us with this rebranding. We wish them many years of growth and years of serving the community in the banking industry.
