ABCO FCU Rebrand

Positioning a New Jersey-based credit union as an industry thought leader.

ABCO Federal Credit Union was originally founded to serve the educational communities of Burlington County, New Jersey. Today, they've added healthcare professionals, underserved communities, and various companies from a range of industries. We helped them create a new brand that better reflects their expanded field of membership and consultative, accessible approach to financial services, positioning them as thought leaders in the industry.

Know more. Grow more.

During the development process, we identified the word “edify,” which means “to enlighten or to provide instruction.” The credit union felt the word embodied their commitment to being a financial institution that empowers members with the financial knowledge needed to build generational security. The new tagline also gives a quick snapshot of the brand story: “Know more. Grow more.”

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The logo is comprised of shapes that represent our core brand characteristics.

Strong, bold lines symbolize strength and stability. Books represent the wealth of knowledge of our team members who lead with education and expertise. This knowledge allows us to make informed, balanced decisions and solve complex problems unique to each member as we help them navigate through their financial journey. The budding leaf connects us back to nature, symbolizing potential, positive transformation, and growth. If you look closely, you can see an ‘E’ and ‘F’ for “EdiFi” hidden within the mark.