Firefighters First Rebrand
Project Name
FFCU Rebrand
Headquarters
Los Angeles, CA
Industry
Finance
Company Size
300+ employees
Timeline
1 Year
The rebrand of Firefighters First Credit Union was a strategic initiative aimed at modernizing its identity while honoring its deep-rooted connection to the firefighting community. This effort focused on refreshing the visual identity—including logo, typography, and color palette—to reflect a more contemporary, inclusive, and reflective image of the fire service. Alongside visual updates, the rebrand includes refined messaging that emphasizes trust, service, and the Credit Union’s unwavering commitment to those who protect and serve.
The rebrand also extends across digital platforms, marketing materials, and member communications to ensure consistency and clarity. By aligning the brand with the evolving needs and values of its members, Firefighters First Credit Union is strengthening its position as a forward-thinking financial institution that remains grounded in its legacy of service and support.
The role out of this rebrand came with many challenges as every facet of the brands visuals had to be changed from credit cards to the website. The rebrand of Firefighters First Credit Union has successfully revitalized its identity, aligning its visual and verbal messaging with the evolving needs of its members. As a result, the Credit Union has seen increased member engagement, stronger brand recognition, and a renewed sense of pride within the firefighting community. This transformation not only honors its legacy but also positions the organization for future growth, deeper trust, and continued relevance in a competitive financial landscape.
