NAMING:

Meritus Credit Union

Three years after obtaining a community charter, Lafayette Schools Credit Union realized they were unable to fully implement their new charter because their name didn’t match the charter’s purpose. Their name was holding them back from growth. The credit union needed a new name that resonated with its potential field of membership, let the community know they were open to everyone and still stayed true to its legacy members.

The On The Mark Strategies team spent time on site with key players from LSCU’s marketing and leadership teams to determine the objectives of a new name and verify that each idea for a new name could directly meet those objectives. The team started with more than 200 names and, through On The Mark Strategies’ market research and branding insight, chose Meritus, a name that fit both their current and future identities. On The Mark Strategies also worked with the team to design a new logo, color palette and marketing collateral through a comprehensive name change kit.