Maybe your financial institution started out decades ago as a small-town bank. Or as a credit union formed to serve a specific employee group. But times have changed, your customer base has exploded, and the marketplace has evolved. To succeed in the modern-day landscape, you have to adapt.

That's why NewGround rebranded First Educators Credit Union to Smart Financial, giving them an even smarter positioning:
"Thoughtful Banking."

The brand was now Smart Financial’s number one asset. And we made them number one in the marketplace.