HVFCU Launches New Brand

Hudson Valley Federal Credit Union (HVFCU) has launched a new brand identity to better reflect the $4.1 billion not-for-profit financial institution’s growing relationship with consumers and businesses in the Hudson Valley.

Created as a result of extensive market research, the new brand icon graphically positions HVFCU as the safe, local, service-focused and loyal “go-to” financial partner individuals and business owners trust, according to Mary Madden, President and Chief Executive Officer.

“As HVFCU has grown, we’ve greatly improved our ability to meet the financial needs of our Hudson Valley neighbors,” Madden explained. “While our old brand served us well for more than 20 years, it no longer represented who we are, who we serve and where we’re heading.” The new logo is a contemporary evolution of its predecessor with a modern color palette and font style that is warm, friendly and distinctly community-focused, she added.

Developed in partnership with branding, marketing, and advertising agency Austin & Williams, the new brand has been launched to the community throughout the credit union’s field of membership in Dutchess, Orange, Putnam, and Ulster Counties.