Opportunity
Growth
Communications
Brand

More Communities. Same Conviction.

Clearwater Credit Union
overview

Turning a Name Change Into a Community Movement

Missoula Federal Credit Union was one of Montana’s largest credit unions, known for its values and place-based banking. But as they expanded into new counties, a critical question emerged: could a name tied to one city represent members across the region? What began as a branding conversation became a strategic inquiry: not just how to grow, but whether the name itself could carry that growth.

challenge
insight
solution
As the credit union grew beyond Missoula, its city-specific name risked signaling exclusivity rather than inclusion. They needed to determine whether the brand could scale geographically without diluting trust, or if a new name was necessary to unify a broader membership while preserving local pride.
The opportunity extended beyond geography. A new name could serve as both expansion strategy and education campaign, clarifying what values-based banking actually means. By centering cooperative ownership, community reinvestment, and people-over-profit principles, the rebrand could transform regional growth into deeper collective belonging.
Friday guided the organization through naming, brand development, and a multichannel launch strategy. Introducing “Clearwater Credit Union,” a name rooted in shared landscape and shared values rather than a single city, became a movement: engaging members, educating communities on cooperative banking, and reinforcing that expansion meant greater access. The result is a regional brand that signals inclusion, clarifies differentiation, and strengthens trust across counties.
overview

Turning a Name Change Into a Community Movement

Missoula Federal Credit Union was one of Montana’s largest credit unions, known for its values and place-based banking. But as they expanded into new counties, a critical question emerged: could a name tied to one city represent members across the region? What began as a branding conversation became a strategic inquiry: not just how to grow, but whether the name itself could carry that growth.

challenge
As the credit union grew beyond Missoula, its city-specific name risked signaling exclusivity rather than inclusion. They needed to determine whether the brand could scale geographically without diluting trust, or if a new name was necessary to unify a broader membership while preserving local pride.
insight
The opportunity extended beyond geography. A new name could serve as both expansion strategy and education campaign, clarifying what values-based banking actually means. By centering cooperative ownership, community reinvestment, and people-over-profit principles, the rebrand could transform regional growth into deeper collective belonging.
solution
Friday guided the organization through naming, brand development, and a multichannel launch strategy. Introducing “Clearwater Credit Union,” a name rooted in shared landscape and shared values rather than a single city, became a movement: engaging members, educating communities on cooperative banking, and reinforcing that expansion meant greater access. The result is a regional brand that signals inclusion, clarifies differentiation, and strengthens trust across counties.
Clearwater Credit Union sign on their downtown branch in winter time
Clearwater Credit Union member adding her response to "Transparency is important because..." to a community poster board
Designed banners with Clearwater Credit Union's values: Together we empower, Together we include, Together we own.
Pin on button with "Ask Me About Clearwater"
Debit card mockups for Clearwater Credit Union
Comment cards from Clearwater Credit Union members expressing their love of the new name and brand
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“When we decided that our beloved 63-year-old credit union needed a name change, we knew it would be a high risk, emotionally charged project. Friday helped us to develop an incredibly thoughtful, inclusive, and creative process that engaged our 160 co-workers and 51,000 members–and we arrived at a new name, mark, and brand that are far better than we ever expected. What could have been a frustrating and divisive project ended up bringing us closer together, motivating co-workers, and strengthening our position in the market.”

Jack Lawson
Jack Lawson
President & CEO, Clearwater Credit Union
Proof

Expansive Reach, Sturdy Roots

The launch of Clearwater Credit Union unified members old and new, proving that growth and authenticity can coexist. The brand rollout energized communities, attracted new members, and built momentum for continued expansion.

3.5M

campaign impressions statewide

28%

higher click-through rate for launch campaign than national benchmarks weighted by tactic

4.39%

increase in Net Worth Ratio from 2018-2019

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