March 3, 2009
Recycling old logo for good causes
For Charter Oak, Re-branding Is More Than Just a New Logo
Groton, CT-March 3, 2009-The recent launch of Charter Oak Federal Credit Union's re-branding campaign took more than just new signage, a bright orange logo and a catchy radio jingle. The implementation of the Credit Union's new image involved staff members from every department; including tellers, branch managers, information technology staff and an array of others who took part in the brand's rollout.
On February 11, 2009, Charter Oak's Marketing Department held an all-employee Brand Launch Party at the Groton Inn & Suites to introduce the new logo and discuss all the changes the Credit Union would be experiencing. Staff members donned orange clothing to celebrate the new look and the culmination of a year-long, Credit-Union wide effort to re-brand the 70 year old financial institution. From re-designing stationary and pens, as well as computer desktop images, financial forms and door emblems-everything needed a much needed makeover. Updating and discarding all these items was a monumental effort that required the help of each and every Credit Union staff member, department and vendor. Charter Oak also enlisted the help of CT Sign of Essex and the marketing solutions firm of Quinn & Gellar, based in New London, CT.
Rather than discard the thousands of old logo-bearing pens, various promotional giveaway items and hundreds of boxes of stationary, Charter Oak staff members also took on the task of donating items to local organizations. In the coming weeks, Norwich branch manager Namie Tedford plans on sending thousands of mechanical pens and pencils to Afghanistan, where U.S. soldiers are assigned to training members of the Afghan National Army (ANA) and Afghan National Police (ANP). Giving small gifts is an important part of relationship building in the Afghani culture, and Charter Oak's pens and pencils will be given by the ANA or ANP to the elders and children of Afghan villages. In addition to building international relationships beyond banking, Charter Oak also donated various items to the United Way and area school systems in need of office supplies.
