Lisle, IL (April 29, 2026) |
The credit union built to care for the professionals who care for our communities unveiled an update to its brand look. HealthCare Associates Credit Union (HACU)’s new branding amplifies who the 47-year-old credit union is to their 30,000 members: encouraging, practical and compassionate.
HACU’s brand serves as the foundation of its identity, shaping perceptions, building trust and fostering emotional connections that drive member loyalty, attract new audiences and support long-term growth.
“The foundation of the HealthCare Associates Credit Union brand is built on the relationship between our organization and the healthcare community we serve,” says Joseph J. Kregul, President and CEO. “Our HACU Care Team encourages, guides and supports our members’ financial journeys.”
The HealthCare Associates Credit Union brand represent the people of HACU called– the Care Team. Serving members by encouraging, guiding and supporting their financial journey.
“Our brand is an outward expression of who we are. It’s creative, practical and, most of all, handled with care,” adds Jordan Csepregi, Vice President, Marketing, “At its core, our brand essence is an idea that guides our decisions, focus, actions and approach. That essence is translated in a promise that is implied and articulated across every aspect of our brand.”
The elements of the new brand, representing the credit union’s mission. “We support those in the healthcare community who are dedicated to looking after others,” says Chairman Jack A. Gilbert. “We support them by helping them bank healthy with education and resources, by taking good care of their financial needs, and by helping them grow a brighter future for themselves and their families. Our members do important work, and it can be stressful. But they do it to help people. We have so much respect for them.”