Parks Heritage Federal Credit Union’s field of membership had been based in serving medical service professionals since the credit union’s inception. In 2023, the credit union decided on a new avenue for growth. They applied for and received approval to expand their field of membership to include all persons who live, work, worship, or attend school in Warren, Washington, Saratoga, Hamilton, and Essex counties in New York state. Driven by this expansion, MarketMatch led the way to reimagine their brand in order to set a more community-driven tone. This included a new logo, which moved away from a cross-shaped icon to a stylized heart, and changing their long-standing tagline from We Care for Those Who Care to We Care the Way You Do. The result was the successful creation and launch of a brand that honors the credit union’s heritage while welcoming new members in communities Parks Heritage now serves.