Broadview Federal Credit Union 

Meeting people where they are, and where they’re going


When two credit unions joined forces, the new organization saw a valuable opportunity to enhance its position in the financial services market by creating a bold, customer-focused brand rooted in the legacy companies’ collective ethos of service to individuals and communities.


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. 

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 names—both legacies of their original scopes—no longer fully described their membership: SEFCU’s members include employees of businesses, students and employees of educational institutions and hundreds of other organizations in addition to the state employees that gave the organization its name. CAP COM had undergone similar growth. 


Tenet’s brand strategy team used internal and external interviews, competitive market research, AI tools to uncover what would become the foundation of the new institution’s brand platform: its shared values and strategic direction. 

The team uncovered a strong emphasis on customer success and fair play in keeping with the traditional values of credit unions. These institutions are unique: as organizations created to benefit their members and communities directly rather than serve shareholders, credit unions have different motivations and competitive advantages compared to ordinary banks. 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. 

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. 

This combination of 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. 

These same themes also resonated strongly with the new Broadview name that had been created by Lexicon. Broadview reflects the credit union’s approach and focus—a far-reaching and inclusive view of how it can better serve its employees, members and communities. The visual identity built on that, symbolizing the multiple layers of an individual’s or business’ financial life, with Broadview at the center of it. The visual system balanced humanity with refreshing simplicity and engaging storytelling devices to create a new level of modernity and engagement. 

External and employee messaging was developed around the ideas of banking for the future, a dedication to serving people, impact for the good of all, and shared strength. These ideas are reflected in the human-centric visual brand, which makes extensive use of people. They also are at the heart of employee engagement, helping to ensure that the essence of what makes Broadview unique is carried forward. 

As a high-profile consumer brand with hundreds of thousands of members watching, execution of the brand rollout was critical. Tenet worked hand-in-hand with the Broadview team and external vendors to ensure that all went smoothly, from branch signage to adaptation of web copy to major public-facing branding opportunities such as the arena that is home to the University of Albany sports teams. 


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. 

Headquarters 11 West 42nd Street
Penthouse Floors 31/32
New York, NY 10036
212 329-3030

Kansas City
San Francisco

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