More than a rebrand. A platform for growth.
For years, CUSG had built a reputation as a trusted partner to credit unions. But the company had evolved. Its capabilities had expanded beyond a single industry, serving financial institutions, healthcare organizations, universities, and businesses with digital experiences, HR solutions, consulting, and technology.
The challenge wasn’t changing a name. It was creating a brand that reflected who the organization had become — and where it was headed.
Strum partnered with the leadership team to guide a comprehensive naming initiative, uncovering a name rooted in movement, connection, and possibility. The result was Navari — a distinctive brand designed to grow alongside a company helping organizations navigate change and create better experiences for the people they serve.
With the new name established, we developed the brand strategy, messaging foundation, visual identity, and logo system. Every element was designed to reinforce a simple truth: technology only matters when it helps people.
The launch extended far beyond a new logo. We created a complete rollout program that introduced Navari across every touchpoint — from trade show environments and sales presentations to marketing collateral, digital advertising, social campaigns, and brand experiences that equipped the organization to tell a consistent story wherever customers encountered the brand.
Today, Navari stands apart with a name and identity that better reflect its purpose — helping organizations build stronger workplaces, better digital experiences, and more meaningful human connections.
