Banking & Finance and Marketing, PR & Advertising

Credit union’s rebranding plays on state’s outdoor activities

Adventure Credit Union also installs technology upgrades.

August 26, 2016
| By Pat Evans |
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Adventure Credit Union
Grand Rapids-based Adventure Credit Union operates a number of branches in the Grand Rapids and Lansing areas, including its downtown location at Arena Place. Courtesy Adventure Credit Union

After 80 years in business, Option 1 Credit Union wanted to better prepare for its future.

Earlier this summer, Option 1 rebranded to Adventure Credit Union, a move that includes a full image overhaul within its existing and new branches, said Jerri Schmidt, vice president of marketing at Adventure.

The credit union worked with Grand Rapids-based Square One Design to help create the new brand and name.

The new name draws on the variety of outdoor activities that customers can experience in Michigan, Schmidt said.

“In the development of the brand, we realized the energy and vibrant Michigan scenery offered a natural way to connect with consumers,” Schmidt said. “Lifestyles are unique, so the credit union took an approach which emphasized real member experiences and how Adventure’s offerings support local lifestyles.”

She also said the organization felt a rebrand was necessary to help facilitate growth and to match the master plans of Grand Rapids and Lansing.

“The credit union administration was aware of the master plan and visions of both the Grand Rapids and Lansing regions and knew a strong relative brand was the next step to keep pace with their growth objectives,” Schmidt said.

Along with the brand change, Adventure plans to move seamlessly into the future of banking with new technologies to better provide personalized banking for each customer. Organized in 1936, Adventure has grown to service approximately 30,000 members in the Grand Rapids and Lansing markets with product offerings in savings, lending, mortgages and investment planning.

Coinciding with the brand overhaul in June, ranked Adventure Credit Union No. 80 of 6,600 credit unions in the nation in terms of financial health, based on capitalization, deposit growth and loan-to-reserve ratios. The overall rating by was an A-plus.

The newest branch, in Arena Place in downtown Grand Rapids, showcases the new features of Adventure Credit Union, including digital signage, self-serve kiosks and a video-enhanced automated teller machine called an ITM, which blends a traditional ATM services with personalized banking experiences.

The new branch aligns with the brand overhaul and the vision for its growth along with the Grand Rapids area, Adventure President and CEO Steve Bush said at the opening in July.

“The Arena District is a focal point of the growth of downtown Grand Rapids, and we are excited to be one of the original tenants of Arena Place,” Bush said.

The Arena Place branch is the credit union’s 10th location, with others in Walker, Wyoming, Jenison, Kentwood, Plainfield and three Lansing-area locations.

Schmidt said Adventure has plans to continue growing its branch network, along with continuing to enhance the company’s technology and accessibility throughout the network.

The credit union also utilizes a mobile banking app, online banking and a 24-hour contact center to offer “anytime, anywhere access,” Schmidt said.

“We have a passion for improving banking experiences, keeping it local, personal and tailored,” Bush said. “We craft solutions to fit each individual’s needs and aspirations because we know lifestyles are unique. We’ve moved away from the typical and often impersonal banking experience to provide a carefully crafted one, reclaiming individuality while providing value.”

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