After a merger between FirstHeritage Savings and Delta Credit Union, Envision Financial faced two challenges. One, how to introduce a new name (Envision Financial) and ensure that the target understood that it was a financial institution; and two, how to develop a brand strategy that would emphasize its strengths in a relevant and engaging manner. Marrying what members were looking for (guidance and help to reach their goals) with Envision Financial’s excellence in providing knowledgeable, responsive service, we developed a strategy that emphasized the benefit of expert advice: financial enlightenment. Result? Tracking research after 16 months revealed that the communications was well above industry norm in terms of likeability, relevance, distinctiveness and understanding that it was a financial institution.