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Employees Credit Union Rebrands
Tuesday, March 6, 2018 6:55 AM

RelyOn CU

Local Credit Union Announces New Name and Brand for 2018

Employees Credit Union (ECU) opened its doors in 1952 in Texarkana, exclusively serving the employees and families of the East Texas Motor Freight System. Over the years, the credit union has grown to serve employees and families of approximately 160 Select Employee Groups (SEGs). Fast forward to 2018, where ECU expanded its charter to all who live, work, worship, or attend school in Dallas and Kaufman counties, allowing even more opportunities for locals to join the $68 million credit union.

“With our recent charter expansion, it became clear that the credit union’s name no longer represented the audience we were serving,” said ECU President/CEO Brant Hicks. “We are more than just a credit union for employees of various companies. We are a dependable financial partner who is there for our members whenever they need us; a place our members, staff, and communities can have confidence in and can rely on.”

As a result, credit union leaders changed their name officially to RelyOn Credit Union.

Wanting to partner with a well-respected and experienced brand agency, the credit union looked to the nationwide industry experts. They chose the BA Group in Northfield, Minn.

“Through our strategic brand evolution process, we were able to bring the leadership and management team together to uncover their intrinsic values and bring forward the attributes the credit union has always possessed, along with those they are committed to adapt,” said the BA Group’s CEO Amy Herbig. “Once the research and discovery phases were complete, the new name and brand naturally came to us. We are confident if any credit union can stand behind a name—a promise such as RelyOn—it’s this credit union.” 

“We believe this name better encompasses and exemplifies who we are as a credit union and the level of service our members can expect,” Hicks says. “We are transforming into a brand and company that will stand behind our new mission statement: To be the financial partner our members can RelyOn.”

The credit union has also incorporated a star within the center of the “O” in their new logo to symbolize their local Texan pride and heritage.

Along with the name change, the credit union plans on making improvements to such things as their website and online banking, as well as introducing a mobile banking app and a series of other future enhancements. For more information, please visit