InRoads Credit Union

Strum

St Helens Credit Union has had a very strong presence in the St Helens, OR since 1938 when they opened their doors to serve employees of two local paper mills. Since that time, they have opened their service base to include more communities of Western Oregon. In 2017, St Helens CU embarked on the journey of transformation to better represent the organization as it currently operates and serves. The name St Helens Credit Union was found to be outdated and research indicated that it led to confusion about membership requirements, location and did not align with the credit union’s membership growth goals. It was with these findings that St Helens Credit Union made the decision to transform its name, brand, and logo to be a better reflection of its current values, direction, tone, and voice along with to better position themselves for growth and relevance among a young demographic.

Target Audience Profiles

Primary target sectors for initial focus are:
1. Young and established millennials
2. Growing families

Secondary audiences are:
3. Planning retirement