Azura Credit Union
Measurable objectives for the new logo and name project included:
Name Awareness in the community: This was measured as a success by being name Best Credit Union in Topeka. Voting for this event occurred just 45 days after our new name and logo were shared with the community. The contest is hosted by the local newspaper and ballots are collected from the public throughout the county and surrounding area.
A third party, Marshall Marketing, also called a sample population within our county 30 days after our initial name announcement. Of the sampling they called 13% were members. Of our members surveyed 61% referred to us by our new name and not a previous name.
Unique Name & Logo to be Trademarked: the new name was able to be successfully trademarked.
Target Audience - There were two primary target audiences with the new logo and name launch. The new name and logo was designed to provide a unifying common ground between the merging credit union memberships, but with a forward focus on a millennial based demographic. One of the merging credit union's population was primarily blue collar based and the other credit union was based in the educational field. Total membership was 45,000. Demographics for the merging entities were individuals with an average age of 48. The millennial target audience for new membership growth was set at 21-35.