WE are in this together

logo_circle.png

Today, we are proud to introduce WECU's updated brand identity, which at its core is about people and celebrating the power of WE. Be it on behalf of our 98,000 members or the communities that we have served since 1936, we are in this together.

WE is more than two simple letters. A lot more. WE embodies our mission, our core values, and our commitment to do the right thing, the right way. Every day. On behalf of our members.

We invite you to take a moment to explore our new brand. Our president/CEO, Jennifer Kutcher, announced the new brand in the Bellingham Herald. Check out her letter here.

How we got here

The very first thing we did was talk with you, our membership and community. We wanted to hear, in your words, what things are uniquely "WECU." We wanted to understand what you think of us today and what you need in the future. Armed with those insights, we zeroed in on the essence of who we are and what we stand for. And it was you! We stand with you. Together.

You emphasized that banking is more than just about transactions. It's about people, serving others, educating, and helping every member make smart financial decisions - for a lifetime.

You wanted a credit union that was all in. We heard you loud and clear.

At WECU, we are in this together and we always will be.

Why did WECU rebrand?

Our new brand is designed to emphasize one simple and powerful word: WE. At our core, we were formed in 1936 by a group of people who set out to help others. WE emphasizes our core values, our tagline, our mission, and the way we approach serving our members. We are in this together and we want our brand to tell that story - as we meet the evolving needs of our members today and in the future.

What does the tagline "We are in this together" mean?

  • It speaks to building loyalty and trust.
  • It's about shared outcomes.
  • It emphasizes relationships.
  • It's about storytelling.

What do the colors represent?

We simply love where we are from and want our brand to shout that loud and clear. From deep grey to stunning blues - these are the hues of home.

As a member, what does this mean for me?

This means that we strive to continue being the local, trusted provider of financial services in Whatcom County for generations to come.

Is WECU turning into a bank?

We are not a bank - we are a cooperative, a credit union. In fact, we will never be a bank! We are owned by our membership (including employees) and every decision we make is done with that in mind. WE are part of the communities that we serve. WE win when our membership wins. Every single employee of WECU strives to ensure that we stay true to who we are while maintaining the high level of service that our evolving membership expects from us. WE are what make us not a bank. WE hold each other accountable for delivering and maintaining our promises to our members and ourselves. We are WECU.

What is changing and when?

Over the next couple of months, you will see the new WECU logo applied throughout the county and digital services. As much as we would love to swap it all with a snap of our fingers, we do want to be cost efficient and practical. Therefore, you might see a mix of logos and brand looks for a bit but rest assured, we will be diligently working hard to finalize everything quickly.

What are WECU's Core Values and Mission?

Our mission and driving purpose: to make a meaningful difference in the lives of our members. Our core values and the guiding light for everything we do:

  • Serve Others
  • Do What's Right
  • Bring your "A" game
  • Love what you do
  • Think Differently