SALEM, Ore. Oregon Employees FCU has changed its name to Heritage Grove FCU.
“We believe the word heritage’ connects us with the heritage of the early pioneers who settled in Mid-Valley, the heritage of the city of Salem becoming the capitol of Oregon, and our own local heritage with state employees,” said Jim Mau, President and CEO of Heritage Grove FCU. “The word grove’ signifies a group working together, as well as a place to gather and prosper. Together, the term Heritage Grove connotes a warm and inviting community spirit, kinship and growth, in addition to portraying a fortified area that offers safety and security.”
In addition to the new name, the credit union has adopted a new positioning line, “Stand Tall,” which reflects the organization’s deep roots in the community and the ability to rise above all obstacles, it said.
Marketing firm Raoust+Partners is leading the rebranding.
