Credit Union of New Jersey was incorporated in 1943 to serve State Highway Department employees. Back then, we only offered share savings accounts and personal loans. Now, with more than 75 years of experience under our belts, we have $350 million in assets and we serve nearly 40,000 members from more than 200 organizations, in addition to our original charter group. In 2017, we realized that as we expanded our field of membership and the products and services we offer—with a special emphasis on a mobile-first experience—it became evident that our existing brand no longer accurately represented the dynamic, forward-thinking financial institution we’ve become. With that in mind, we undertook a year-long process to fully understand our own unique DNA and who our members are and what they’re looking for in a financial partner. The result of this process is a dynamic new brand launched in August 2018 complete with a new logo, tagline and brand position that more accurately reflect the forward-thinking, innovative and secure financial institution we are.