Broadview Federal Credit Union

Change brings opportunity

When the State Employees Federal Credit Union (SEFCU) and the Capital Communications Federal Credit Union (CAP COM) merged in 2022, they created the New York capital region’s largest financial institution at more than $8 billion in assets and hundreds of thousands of members.

Credit unions hold a special place in the financial services landscape: as organizations created to benefit their members and communities directly rather than serve shareholders, they have different motivations and competitive advantages compared to ordinary banks.

Following the merger, the credit union’s leadership saw a valuable opportunity to enhance its position in the financial services market by creating a bold, customer-focused brand rooted in a collective ethos of service to individuals and communities.

There was strong synergy between SEFCU and CAP COM: both were mission-driven organizations with similar cultures and strengths. It was clear from the outset, however, that neither of the existing brands would serve the new organization. The new name had already been chosen, but it needed an underlying brand to make it work.

A fresh approach was needed, one that would build on shared strengths and Broadview’s forward-leaning business strategy to tell a new story.

Building on common ground

Tenet’s brand strategy team uncovered a strong emphasis on customer success and fair play in keeping with the traditional values of credit unions. For SEFCU and CAP COM, this ethos of putting members’ interests ahead of their own was on display at every level, from service to interest rates.

Mission-driven culture, fairness, giving, future-focused high-touch service and anticipating what’s to come came together in a new brand promise: “Meeting people where they are and where they’re going.” The promise captures the credit union’s value proposition: its dedication to understanding the needs of its members and helping them achieve financial success, its community involvement and an optimistic focus on the future.

The organization’s leadership recognized the need to look ahead—especially when it comes to technology—and made this a key part of its business strategy. Younger members in particular are tech-savvy and value the convenience of digital banking, while others prefer the human contact and relationships that come from visiting branches in person.

With a future-focused strategy and built-in differentiators, the stage was set for an end-to-end reimagining of the brand: a distinctively different identity that sets Broadview apart, communicating a far-reaching and inclusive view of how it can better serve its employees, members and communities.

Award-winning results

Tenet’s comprehensive research, strategy, architecture, launch planning, visual, verbal and digital platform expertise came together in a powerful new brand expression that marked a departure for the credit union. Every part of the brand was addressed, from the logo and design system to the strategic brand platform, messaging and tone of voice.

Tenet also played a key role in execution, conducting employee training, creating signage and brand assets, developing a new website, and conducting a comprehensive employee training program.

The work has won multiple accolades, including two Transform Awards and recognition in the prestigious global REBRAND 100® Global Awards competition.

Thanks to smart business decisions and the foresight to make the most of the merger that created it through strategic brand transformation, Broadview has set the stage for long-term growth and is now positioned to become a major force in the New York capital region financial services market.