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Xceed Financial FCU

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Case Study

Xceed Financial, formerly the credit union for the internationally recognized brand Xerox, was expanding its membership base beyond Xerox corporate borders. The CU's new brand needed to be as innovative and diverse as its forward-thinking namesake. ADRENALINE was invited to address the challenge and in early 2008 Xceed, the brand, was born. The old Xerox FCU logomark was revitalized with updated colors, typography and a forward-pointing arrow symbolizing forthcoming growth.

The positioning At Work For You™ reflects the credit union's unwavering commitment to deliver unsurpassed service to its members, many literally, at work, in Xerox offices around the US. A new stationery system and products and services collateral followed, as did the 200+ page website that was restructured, reorganized, rebranded, and completely rebuilt. State-of-the-art and equipped with enhanced online banking capabilities and seamless browsing, the brand-centric site design is as user-friendly and functional as it is sophisticated. Xcellent!