A new name, brand identity, and marketing strategy that helped one of Iowa’s oldest credit unions grow.
For over 90 years, Linn Area Credit Union had earned the trust of its members. But as the organization expanded beyond Linn County, its name had become a limitation rather than an asset. Strum partnered with the credit union to create a new name, a new brand identity, and a campaign built around a simple truth: meaningful financial relationships always start with heart.
The result was Corda Credit Union — a modern brand designed for growth while honoring the institution’s heritage and deep commitment to its communities.
Challenge
“Linn Area” no longer reflected where the credit union served or where it wanted to grow. The organization needed a name and brand that could support future expansion, create stronger first impressions, and stand apart in an increasingly competitive market — without losing the trust it had built over generations.
Solution
Beginning with brand strategy and naming, Strum developed the new Corda Credit Union identity, complete with a distinctive visual system and the brand tagline, “It starts with heart.”
The rollout extended across advertising, member communications, digital experiences, collateral, environmental branding, and launch campaigns designed to introduce the new name with confidence while reinforcing the credit union’s people-first culture. The brand system continues to evolve through milestone campaigns, community initiatives, and product marketing.
Results
The new brand gave Corda a platform built for long-term growth while preserving the values that had defined the organization since 1935.
Today, the identity supports everything from new-member onboarding and product communications to anniversary celebrations and community partnerships — helping Corda present a consistent, approachable brand wherever members experience it.
