Truliant
Expanding horizons
Serving nearly 200,000 members with assets exceeding $800 million Truliant is committed to providing its members with a full array of financial services in an easy, convenient and friendly environment.
Challenges
Following legislative changes permitting greater business opportunities for credit unions, AT&T Family Federal Credit Union's management sought a new identity that would signal its broadened reach and member base
Actions
Created a positioning and image attributes that emphasize partnership with "member-owners" and a unique ability to provide personalized attention, helping them achieve their financial goals
Created a new name, "Truliant," drawing on the words "trust" and "reliability"
Designed a logo with the symbol of a bright yellow rising sun, signifying hope for a bright future, with a bold, blue logotype used to convey a less formal, more approachable organization
Created a new visual system that was applied to credit cards, corporate stationery and the company’s Web presence