SOMERVILLE, Mass.—Naveo Credit Union has launched a new debit card as part of its rebranding that uses a vertical presentation.
Naveo, formerly CPCU, began the rebranding process in 2014, including reissuing its plastic cards. Naveo said it opted for innovative vertical designs for their debit cards to tie back to the branding of its business cards and other marketing material.
“The vertical design is more effective in branding and its use since cards are traditionally swiped in vertical orientation,” the credit union said in a statement. “Naveo has chosen an innovative approach to many of their marketing materials throughout their rebranding in order to appeal to a younger demographic and showcase that they are not a traditional financial institution. Naveo is one of the few credit unions in the area that offer vertical debit cards.”
The credit union’s CEO, Rui F. Domingos, added that “We want our members to be proud to show off their debit card. Choosing to go vertical makes more sense, as members must turn their cards vertically to swipe – why not change the design to suit the vertical orientation and keep the brand in the forefront? Our vertical design allows for our logo to be visible when the card is in your wallet or when you’re swiping.”