Forrit Credit Union

Strum

USAgencies Credit Union had been serving federal workers and their families in the Greater Portland area with a uniquely personalized approach for generations. But changes in this field of membership had limited growth opportunities over the years. To capture the potential of our new community charter, we needed a new name and brand that would highlight our special connection to members, and our excitement in helping them move forward in their lives.

We partnered with Strum Agency to develop a name and brand that’s highly distinct in the financial category – just like this credit union – and full of energy and human touch. Forrit is able to be closer to our members and their individual needs because of our size, but also because of our values and culture. So being “proudly small” (our brand Essence) is a mindset to cherish and carry forward, no matter how big we become.

The new logo for this brand supports of personality traits of being outgoing, empowering, connected and progressive. The icon clearly evokes a heart, but turned on its side reveals that it is an “F” monogram. It can also rotate to act as a chevron or arrow shape. To fit a variety of applications, the logo has both a stacked and horizontal orientation.

From our unexpected color palette that’s rich, vibrant, and earthy to our distinctive type with a lot of personality, our photography style filed with warmth and authenticity, and especially our branded “scribbles” that attract attention with heart – our brand design system is unlike anything else in the Credit Union space. Paired with a tone of voice that demonstrates our human side while we engage in important financial topics, this is a brand that moves members forward on their own unique and best path, while having a little fun along the way.

Historically, our members have been federal workers and their families in the Portland area. Our federal employees will always be an important segment of our membership and we will continue to offer them exceptional and personalized service. However, changes within that employer group means we cannot look to that population alone to ensure sustainable growth – we see this group primarily as retention and referral targets ahead.

Our community charter expansion allows us to serve anybody who lives, works or worships in Washington, Multnomah, Clackamas, and Marion Counties of Oregon. Our focus for healthy growth ahead is centered around segments in their 20s and 30s who we call Newly Independent and Settling In. These personas are both experiencing new life and financial decisions including milestones such as living solo for the first time, beginning to build careers or starting supplemental income projects, combining households through cohabitation and marriage, and planning for future homeownership and potentially parenthood.

The highly personalized and caring service we have always delivered to our members is ideal for these growth personas, who want to know that they have a financial partner who is empowering them to do and be.