A New Name Expands a Brand’s Horizons
Government of Guam Employee’s Federal Credit Union had a challenge due to an expanded charter, their name no longer reflected their entire membership. As they were able to serve everyone on the island, they needed a name that was more inclusive and welcoming. They attempted to relieve this barrier by shortening the name to a still-lengthy acronym (GGEFCU). This acroynm still proved to be an inadequate solution.
The credit union first attempted to use a local agency, but soon concluded they needed the expertise of someone who had a defined process, would do their homework – paying attention to their history and heritage, and work with their board and volunteers to guide the name decision to a positive and visionary conclusion. Thus, they turned to Weber Marketing Group to help them create a name that would integrate their government roots and reflect the island’s history and lifestyle. They also wanted a name that could grow with them over the next 50 years and beyond.
After reviewing over 70 possibilities, GGEFCU chose the name Coast360. Coast360 reflects the island they serve and the inclusiveness they espouse. Coast360 is about unity and working together to help people thrive. The new name was received enthusiastically among staff and members. Coast360 is now in a position to increase membership and share its benefits with all islanders for many years to come.
Coast360's new brand collateral