Citadel Unveils New Brand, Celebrates a Bright Future for the Community

Images via Citadel Credit Union.

Throughout the past 15 years, Citadel Credit Union has evolved to serve a broader region across the Greater Philadelphia area and, with more than $4 billion in assets, has grown to become one of the nation’s 60-largest credit unions.

Now, Citadel has introduced a new brand identity — complete with a redesigned logo, refreshed color palette, and new tagline, “Building Strength Together.”

With a presence in six counties (Bucks, Chester, Delaware, Lancaster, Montgomery, and Philadelphia), Citadel has continued to explore ways to provide a better experience for members, and it has refreshed its brand to align its identity with where the company is headed.

“With our new brand, Citadel is embracing our identity as a not-for-profit credit union with a dedication to the local community,” said Jeff March, President and CEO. “It’s never been more important for those we serve to understand that we’re here to help create prosperity and to grow their financial strength. We’re proud to reveal all that we stand for, and we’re dedicated to enhancing our members’ experience with new tools, expert guidance, and a breadth of financial services.”

To help with the rebrand process, Citadel’s in-house brand team partnered with Adrenaline, an experience design agency with a specialty in implementing end-to-end brands for financial services organizations. Over the past 18 months, the two companies conducted thorough research across multiple audiences and markets to ultimately strategize and design Citadel’s new brand identity.

Gina Bleedorn, Adrenaline’s Chief Experience Officer, believes the timing of the launch speaks to the resilience and resonance of the Citadel brand.

“We were so gratified Citadel chose to reveal their updated brand during this time,” she said. “It really speaks to the work we did together and how forward-thinking an organization they are that they understand the importance of brand and what it means for their business and the people they serve. We only helped craft and clarify what was already there.”

The new logo represents a modern Citadel — a source of enduring strength and forward momentum. The logo is named the “Dynamic C” as it stands for Citadel, Credit Union, and Community, and is meant to invite people in, while giving the feeling of embracing and protecting a shared future. Additionally, the logo is a hexagon, one of the most stable geometric forms in nature, rooting the brand in a foundation of strength and trust.

The new tagline, Building Strength Together, speaks to the balance of stability and progress that Citadel stands for, and it promises that together, anything is possible.

The rebrand comes at somewhat of an unconventional time with the “new normal” of the pandemic. Despite many of the changes over the past several months, both Citadel and Adrenaline concluded that the brand’s new message, which reinforces “building strength together” for a brighter future and a more prosperous community, has never been more relevant.

The updated look will be implemented across different platforms and channels in phases, starting immediately with Citadel’s website and digital tools, which include an improved online account opening process. Over the next several months, Citadel will roll out updated signage across all offices, and starting early in the fourth quarter, members will receive new contactless credit cards. Citadel is also launching the new “Building Strength Together” marketing campaign in support of the brand launch.

For Citadel, the new brand reinforces where the company is headed. The promise of Building Strength is one that Citadel has been committed to for a while; in fact, Citadel was one of the only financial institutions to automatically push back loan payment dates when the first economic impact of the pandemic began in March. Citadel’s Loan Relief Program was extremely well-received by members, who appreciated the proactive support.

Click here to learn more about Citadel Credit Union.

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