KANSAS CITY, Mo.–Fresh off a merger and a new name, the Heartland Credit Union Association has now hired a brand communications agency to help develop its new brand identity.
The Heartland CU Association is the trade group created by the merger of the state CU leagues in Missouri and Kansas, and will officially be operational on Jan. 1, 2016. The HCUA has hired St. Louis-based Dovetail to lead its new branding.
“Dovetail’s team presented a detailed process for building a brand identity,” says Don Cohenour, Missouri CU Association president and CEO. “Their approach is deeply rooted in strategy and research, ensuring the brand is truly a reflection of Heartland Credit Union Association’s dedication to credit unions in both Kansas and Missouri.”
The HCUA said the agency will utilize research, interviews, brand positioning and a refined logo/tagline process to create a strong and enduring brand identity for HCUA.
“Dovetail’s team displayed a depth of knowledge, vision and capabilities,” says Marla Marsh, KCUA president and CEO. “We believe these experts will help the Kansas CU Association and Heartland Credit Union Association develop a brand that fosters a collaborative environment and unites member credit unions.”
HCUA said it will unveil its brand identity in the first quarter of 2016.