Worth Credit Union

Name Change Campaign

Fort Worth Community Credit Union has been serving North Texas since 1940. But after 85 years of growth — expanding well beyond one city, one community, one group — the name no longer reflected everyone they serve. It was time for a name and brand evolution.

When Worth Credit Union approached Braid about their name change, we knew the campaign had to do two things at once: make the case for change and reassure the people who’d built something worth protecting. That meant communicating with employees first — helping them understand the “why” before the world saw the new name — and inviting them into the story.

We developed a phased rollout that started inside the organization and worked its way out. Employee voices anchored the launch video, sharing decades of personal history alongside the honest reason for an evolution to be one of inclusivity and belonging.

The campaign creative — outdoor, in-branch, digital, video, and on-hold messaging — carried a single unifying message: New name. Same people. Always for you. Simple enough to reassure a longtime member and truly resonate with the team delivering it. The thorough communications were received and celebrated by the credit union board, staff, and members. n