Broadview Federal Credit Union
Meeting people where they are, and where they’re going
Financial services that put people first
Credit unions have a special place in the world of financial services. As mission-driven not-for-profit organizations, they answer to their members rather than shareholders. That inherent sense of purpose and service to individuals and local communities became the centerpiece of a bold new brand, ground-up digital strategy and marketing campaigns that Tenet created for the New York capital region’s largest financial institution.
Starting from a position of strength
What is now Broadview Federal Credit Union was created in 2022, when two upstate New York credit unions joined forces to form a major financial force in the region, with more than $8 billion in assets and hundreds of thousands of members spanning a territory from Albany west to Buffalo.
The match had strong synergy. The two organizations—the State Employees Federal Credit Union (SEFCU) and the Capital Communications Federal Credit Union (CAP COM)—had complementary offerings and footprints. But neither brand fully described the combined credit union, its membership or its strategic direction. It was time for a fresh start.
Pivoting to a future-focused brand
Tenet’s brand strategy team used interviews, competitive market research and AI tools to uncover what would become the foundation of the new institution’s brand platform: a shared ethos of putting members’ interests ahead of the organization was on display at every level, from service to interest rates.
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.”
A bold expression makes a big impact
The Tenet creative team took the new name and brand platform and ran with it, creating a dynamic, versatile visual system and clear messaging that took Broadview in a new direction. The brand is very human-focused, capturing Broadview’s dedication to understanding the needs of its members and helping them achieve financial success, its community involvement and an optimistic focus on the future.
Digging deeper into the world of Broadview
Following the successful launch of the new Broadview, Tenet helped extend the brand to elevate, position and market Broadview Wealth Management, a key business unit and part of Broadview’s growth strategy. The core themes of the master brand were translated and honed to reach a higher net-worth audience, demonstrating the depth of Broadview’s capabilities.
A new view of what credit unions can be
The entire organization has welcomed the rebrand with enthusiasm, embracing and investing in the new identity by promoting it across all touchpoints from transformed branches and corporate environments to digital channels, marketing campaigns and sponsorships. The members, too, responded positively, with 100% customer retention and growth in deposits and transactions.
