Paseo Credit Union
A new identity for an expanded financial community.
The Challenge:
Transform a geographic name into a customer-centric brand
Pasadena Federal Credit Union had served its community since 1935, building generations of trust around personalized service and local commitment. But after merging with the similarly named Pasadena Service Federal Credit Union, the organization faced both marketplace confusion and a geographic limitation. Its newly expanded community charter reached well beyond Pasadena, while its name continued to suggest that membership was limited to one city. The credit union needed a distinctive new identity that could unify two longstanding institutions, preserve their shared heritage and welcome a broader Southern California community.
The "Ah-ha" Moment:
From Pasadena to Paseo.
The answer was Paseo, a Spanish word associated with walking, passage and moving through life. The name retains the familiar opening sound of Pasadena while transforming a geographic reference into something more expansive and personal. Paseo positions the credit union as a trusted companion along each member’s financial journey—from opening a first account to buying a home, building a business or preparing for retirement. With its warm Southern California character and natural sense of movement, the name honors where the credit union began while signaling how far it can go.
Scope of Work
Brand Discovery
Brand Name Criteria Development
Creation of Naming Candidates
Development of Tag Lines
Brand Messaging
Visual and Corporate Identity
Brand Style Guidebook
