A new Earthmover is coming your way
In October, you’ll be seeing some exciting updates happening at Earthmover Credit Union with the unveiling of our new brand. While it’s been over two years in the making, this new brand more accurately reflects what we stand for as a forward-thinking financial institution that puts people over profits.
Throughout this process, we’ll give you plenty of notice before any changes take place. This web page will serve as the home for important information and dates pertaining to the rebrand. We’re confident that with these changes, you’ll be prouder than ever to call yourself an Earthmover.
What you can expect as an Earthmover member.
At first, you’ll begin to see this new brand revealed online. From a refreshed website and mobile app to emails and eStatements. Over time, our physical branches will transform as well. What will not change is our core promise to you—our values and our mission. We’re proud to stand by, and with, our members as we enter this new and exciting chapter.
Why did we decide to rebrand?
Since our founding in 1958, Earthmover Credit Union has long enjoyed a special relationship with our members, along with a proud tradition of stability and commitment to excellence. And we’ve been adamant about remaining loyal to this strong foundation, echoing the values of the original earthmovers from Caterpillar. Additionally, research revealed openings within our field of membership to shine a light on the credit union beyond the confines of our core members.
Why didn’t we change our name?
We considered changing the name in our concepting of the new brand. But after interviewing many of our employees, surveying our members and conducting focus groups with prospective members, the feedback (along with additional research) told us that “Earthmover Credit Union” most effectively and powerfully represents who we are and who we serve. It signifies strength and purpose. We also recognize the challenges brought by the pandemic. The evolution of technology, consumer behaviors and preferences have encouraged us to define the credit union’s real value proposition—not by creating more brand awareness, necessarily, but by creating a strong brand affinity.