New brand represents new era for CUES

MADISON, WI (February 24, 2014) — It’s the start of a new era for CUES, as the credit union membership association unveils its new brand direction, focusing on credit union talent development. CUES’ new role will support the movement’s future by helping the industry’s current and future leaders realize their greatest potential.

“Great brands move forward and evolve over time, while honoring their history,” said Robert D. Ramirez, CCE, CEO, Vantage West Credit Union, Tucson, Ariz., and CUES’ board chairman. “After 50 years of serving credit union leaders, it’s time for CUES to move to the next level.”

“Previously, CUES has been perceived as meeting various needs in the CU market, including ‘providing training’ and ‘delivering professional development,” said Chuck Fagan, CUES’ president/CEO. “However, credit unions are now looking to define their relevance for years to come. They don’t just need a company that ‘provides training’ or ‘delivers professional development.’ They need an association poised to help them develop the full potential of their current and future leaders. They need the new CUES.”

CUES’ vision for talent development includes an international focus. In January, CUES hired its first Canadian employee to deepen relationships there. CUES also remains committed to helping international members realize their potential through the Caribbean Confederation of Credit Unions ( and CUES International Convention ( And, CUES has solidified its participation in the World Council of Credit Unions (, receiving its WOCCU flag this past summer.

The new CUES brand and vision was developed over the past year, with input by many. Agency ChappellRoberts (, Tampa, Fla., partnered with CUES in the branding and website development and launch. Input was gathered from CUES staff, the CUES board of directors, and other CUES members to discover their views of CUES, and their idea of what CUES should become.

The new brand was unveiled to staff in January. Members were given a preview during CUES Symposium: A CEO/Chairman Exchange earlier this month in Hawaii. And, the new brand is currently on display at CUNA’s Governmental Affairs Conference, and on the fully redesigned ( ).

The Credit Union Executives Society is a Madison, Wisconsin-based, independent, not-for-profit, international membership association for credit union executives. Its mission is to educate and develop credit union CEOs, directors and future leaders.


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