A brand that celebrates the people, passions and possibilities that make life worth living.
A new name with Nashville soul.
Cornerstone Credit Union partnered with Strum to shape its next chapter. Together, we developed a brand strategy, name and identity that bring its welcoming spirit into focus — with the energy to connect with new generations of members.
The result is Resound Credit Union. Rooted in Nashville, the name carries a sense of movement, connection and lasting impact. It’s an invitation to make yourself heard and pursue a life that feels like yours.
Built around the life behind the money.
A first apartment. A favorite band. A business idea that won’t leave you alone. Everyone has a different picture of progress.
That understanding became the foundation of Resound’s brand strategy: “Experience the Possibilities.” It centers the credit union around helping members pursue what matters to them, in their own time and on their own terms.
The tagline brings that idea into everyday focus: “Amplify what matters.” It gives Resound a clear purpose and an expressive voice, celebrating the people and experiences behind every financial goal.
Looking the part. Finding its voice.
Welcoming, modern and energetic became the creative brief for a distinctive brand identity.
A bold, flowing R monogram anchors the system, paired with approachable lowercase lettering. Warm orange and brown meet fresh blue and yellow. Expressive typography, flexible graphic elements and photography full of real-life energy give the brand room to play.
The voice carries that same personality: casual, confident and human. Together, the words and visuals create a brand with presence, warmth and a rhythm all its own.
Bringing the team into the story.
Employees give a brand its everyday meaning. Strum supported the staff rollout to help Resound’s team connect the new name and identity to their role in the member experience.
The strategy provided practical ways to bring the promise to life: listen with an open mind, empower others, build meaningful experiences, celebrate progress and keep learning.
From the first introduction to the everyday conversation, Resound gives its team a shared idea to rally around — and a clear purpose to carry forward.
