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Ascend FCU

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Case Study

AEDC Federal Credit Union's humble beginning took root on Arnold Air Force Base in Murfreesboro, TN. 56 years later and with nearly $1.2 billion in assets, AEDC had evolved into being an integral part of local and regional communities with a significant and diverse membership. It was time for the brand to catch up and for the financial institution to take it to the next level.

Not only was the acronym "AEDC" a barrier for growing, it was also a name that did little to speak to the credit union's core attributes. Welcome "Ascend" — a brand name that's a breath of fresh air, pays homage to its aviation heritage and appeals to a new generation of members. The tagline "Raising Possibilities" cleverly aligns with Ascend's brand promise to help members grow personally, as well as financially.