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Whatcom Educational Credit Union has dropped the formalities of its name and simply become WECU. The credit union announced a rebrand in July 2018. Jennifer Kutcher, who took over as CEO in 2014, along with staff and members of the credit union, researched and concluded the structure and aesthetic was outdated and didn’t fit its current charter or membership.

“From there, we embarked on a rebranding journey that took place over 30 months, starting in 2016,” says Keith Mader, WECU program manager, who says the new look is updated and cleaner, with more focus on the abbreviated name, WECU.

Members of WECU have seen the new logo and rebrand applied to signs on branch locations, brochures, ATMs, debit and credit cards, along with the WECU website.

“Aesthetically, things are different,” Mader says. “The new look is a complete overhaul of WECU’s visual identity. In practice and experience, our goal is that the brand has a direct relationship with the culture of the organization.”

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"The new look is updated and cleaner, with more focus on the abbreviated name."