Teacher’s Federal Credit Union
is now Raiz

The Project

After over 80 years as one of El Paso’s most trusted financial institutions, Teachers Federal Credit Union decided to kick off 2022 with a rebranding initiative. What made this project unique for our team was that we worked directly with a partner agency who focused solely on rebranding projects for financial institutions. Our goal was to take the new brand name and logo and launch it to the El Paso Community in a way that would honor TFCU’s legacy while creating excitement for the new Raiz (pronounced rise) Credit Union.

The Approach

Launching any brand is an exciting and detail-oriented process, and our team had great partners in our client. Not only were we provided with the Raiz name and branding, but also a robust visual and voice identity guide. The trick was to adapt a brand that had previously only seen the inside of a conference room and bring it to life for an expectant financial institution and community. Add to that the fact that it had to be done in English and Spanish.

What was great about the name Raiz was its development in two languages. In English, the name suggests aspirational qualities like reaching for goals. In Spanish, Raiz, translates literally to “root”, leaving plenty of room to communicate about legacy and TFCU’s long standing community partnership.

Our approach to the rebrand launch was to take Raiz’ creative theme of “the empowering mentor” and activate it via an omni-channel campaign dually targeted at an expectant, current membership, and a curious community.

We began with a tease campaign to pique interest. It featured outdoor boards, digital video and sponsored social media posts. The creative featured introductory uses of branding elements and incorporated the Raiz name
into copy lines.

After our tease launch and initial interest building, Raiz made their big debut to the community. Branches revealed the new logo, press events featured brand engagements and a resulting live stream showcased a new brand identity video produced by our team.

The Results

The Raiz brand continues to gain traction and membership across our community, and the work we’ve been able to do for them is consistently improving their share of voice. The brand can be seen across the community and represents a new era in digital banking for the southwest region.

Ready to launch your brand? Reach out to Gabriel.Acuna@CultureSpanMarketing.com and we can start
a conversation today.