On June 26, 2023, Teachers Credit Union (TCU) officially unveiled its new visual identity with a new logo, brand design, and website under the name Everwise Credit Union.
After conducting research, the company found that two-thirds of people in the community were under the impression that TCU was strictly for teachers.
“We knew that we really needed to take a serious look at updating our name so that we could make it clear that anyone can join the credit union – not just teachers,” Angie Dvorak, chief marketing and growth officer, said.
While TCU was originally founded by a group of teachers, only about 10% of its membership today consists of educators. Although TCU’s membership has diversified since its inception, it was clear that the community was still unsure of who could join.
“When you look at all of our members, 90% come from other backgrounds or professions. As our field of membership has been able to expand, we have been able to grow to this point where we have a very diverse group of members. We think having this new name will better represent the members we serve,” Dvorak said.
To plan for the future, the team wanted to create a new visual identity that could grow with the company.
The first step in the rebrand was choosing a name, and while it wasn’t easy, the team eventually landed on Everwise – a name that honors the company’s storied connection to educators with the idea of growth and renewal. The rebranded logo features a bold purple color with white lines curving up, symbolizing growth, development, and the advancement of knowledge.
The logo symbolizes different things for different people. Dvorak and the rest of the team feel that the ability to interpret the logo in a multitude of ways is exactly what makes the logo so impactful.
“People see the logo in different ways. Some see it as a book or fountain, I've heard others say that it resembles a tree or a plant that's showing growth,” Dvorak said. “We think it's great that the logo can have different meanings to different people and that it feels personal for people.”
The introduction of Everwise also allowed the team to establish a new slogan: “Confidence changes everything.” The redesign is confident, and it hopes to show members just how confident they can be in their finances with the help of the team at Everwise Credit Union.
Although the rebrand will be a large change in the visual identity of the brand, much of the credit union will remain unaffected. TCU was not bought, sold, or traded. It is still 100% member-owned, and members can still expect the same welcoming people, user-friendly interface, and financial assistance.
Current members will notice very little change beyond the new logo and website design, but new and prospective members will see the versatility of the credit union no matter their profession.
“It's the same people, but bigger dreams. The idea of bigger dreams really describes us internally, but we also know that all of our members have bigger dreams for themselves as well. We want to be here to help them achieve whatever those dreams are,” Dvorak said.
To learn more about Everwise Credit Union, visit tcunet.com/ourbrand.
