Telcoe Federal Credit Union hired Group Five West to provide a marketing plan to help convey credit union membership benefits to new and current members. First, Group Five West researched the existing brand and its position in the marketplace. Then, using this data, we developed a comprehensive strategy to reposition the brand. A logo redesign to update the brand, a member-focused tagline, and a consistent approach to prospect engagement increased brand recognition and delivered new opportunities for various credit union services.