The Challenge

AERO Financial, formerly known as Aero FCU faced a significant branding challenge: while it had a strong legacy within the aerospace industry, its name and identity were limiting its ability to attract a broader audience. Many potential members perceived the credit union as exclusive to aerospace professionals, restricting growth and engagement. Additionally, the outdated branding failed to convey the innovation, approachability, and financial empowerment that the credit union sought to offer. To stay competitive in a rapidly evolving financial landscape, AERO Financial needed a modern, inclusive identity without losing the trust of its long-standing members.

The Goal

The primary goal of the re brand was to create a new identity that would:

• Expand appeal beyond aerospace professionals while maintaining industry ties.
• Modernize the brand to reflect innovation, financial empowerment, and community focus.
• Develop a cohesive brand story, including a new name, logo, mission, vision, values, and tagline.
• Establish a strong internal culture that aligns with the new brand identity.

Re brand and a New Corporate Identity Case Study

The New Name: AERO Financial 

The name "AERO Financial" retains the familiar "Aero" connection to aerospace while removing the restrictive "FCU" designation, making it more accessible to a broader audience. "Financial" conveys a sense of trust, guidance, and full-service banking, reinforcing the credit union’s expanded mission.

How the New Name Was Decided

The name was chosen through extensive research, including member feedback, competitive analysis, and strategic planning. It was important to maintain a connection to AERO Financials roots while ensuring the new identity resonated with a wider demographic. The selected name balances legacy and future growth, allowing the credit union to evolve while remaining recognizable to its existing members.

The Logo

The new logo embodies forward motion and financial growth, with sleek, modern typography and a design inspired by aerospace innovation. The visual elements reflect trust, stability, and progression, reinforcing the brand’s commitment to empowering members’ financial journeys.

Value Statements

• Approachable – We make banking simple, personalized, and accessible for all members.
• Innovative – We embrace technology and forward-thinking solutions to help our members thrive.
• Empowering – We equip members with the tools and guidance needed to achieve financial success.
• Rooted in Legacy, Built for the Future – We honor our aerospace heritage while adapting to serve a wider community.

Core Values

1. Integrity – We operate with transparency and trust.
2. Member-Centric – Our members’ success is our top priority.
3. Innovation – We continuously seek new ways to improve financial services.
4. Community Commitment – We invest in the well-being of our members and local communities.
5. Financial Empowerment – We educate and guide members toward financial security.

The Result

The re brand positioned AERO Financial as a modern, inclusive financial institution while retaining its core identity. The new branding was met with enthusiasm from both legacy and new members, leading to:

• Increased brand awareness and positive perception.
• A surge in new membership applications from a broader demographic.
• Improved employee engagement and alignment with the new brand identity.
• Enhanced digital presence, with stronger engagement across website and social media platforms.

The Conclusion

The transformation of Aero FCU into AERO Financial was more than a name change—it was a strategic shift in identity, messaging, and market positioning. By modernizing the brand while preserving its legacy, the credit union successfully broadened its reach, strengthened member relationships, and positioned itself for long-term growth. AERO Financial is now seen as a dynamic, trusted, and forward-thinking financial partner, ready to support members in achieving their financial goals.

Work with us 

Whether you're looking for a full re brand and name change, a small brand refresh, or strategies to build a stronger internal culture, FI GROW Solutions can help you position your financial institution for success. Your brand exists in everything you do—your internal culture, how you communicate, and how consumers experience your organization. We specialize in making that brand more cohesive and memorable to drive deeper engagement and long-term growth.

Learn more about our branding and re branding services: Branding & Re Branding with FI GROW

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