Contact:

Kris Fortschneider

NewGround

636.898.8418

 

 

September 26, 2007 (St. Louis, MO)  NewGround and Ascend Federal Credit Union were presented with CUNA’s “Best Practice” Award for Branch Design at the 10^th Annual CUNA OpSS Council Conference, held in Indiana Wells, California, on Tuesday, September 25, 2007.

 

Branch designs were judged on how they “pushed the envelope” and differentiated the look of branches. In addition, judges critiqued the non-traditional elements deployed in the new or remodeled branch to enhance member growth.

 

Ascend Federal Credit Union partnered with NewGround to transform their brand, culture and retail experience. Ascend, formerly known as AEDC FCU, was operating in a crowded marketplace where financial institutions were delivering nearly identical products and services. Ascend understood the importance of name recognition as a key growth factor of the credit union. They needed a name that better reflected their identity and the members they serve. Leveraging AEDC’s aeronautical heritage, the credit union was renamed as Ascend Federal Credit Union. A new brand was developed using the theme of flight to demonstrate Ascend could raise possibilities for members and help them achieve their goals.

 

The brand was then infused into the design of a new financial center in Murfreesboro, Tennessee. The new name and brand acted as a catalyst for the creation of new member-focused experiences. And the credit union transitioned from a traditional branch facility design and member approach to a fully branded and experiential retail design concept.

 

“We are honored to be recognized for our work with Ascend in creating this dynamic retail environment that provides an experience that goes above and beyond member expectations, and has proven to be profitable for the credit union,” said Kevin Blair, President and COO of NewGround.

 

The community’s response to Ascend’s new branch design has been positive. In the first five months since it’s opening, the financial center has realized a new household growth of 8.28%. Annualized deposit growth has increased 10.30%, and analyzed loan growth has increased 13.90%. In addition, the number of services cross sold into these households has increased at an annualized rate of 21.5%.

 

Ascend Federal Credit Union is a full-service financial institution with 14 locations in Middle Tennessee.  Federally insured by NCUA, membership is limited.

 

 

 

NewGround is in the business of helping financial institutions grow. As a full-service design and implementation company, we build success through a comprehensive service set we call “The Core” – integrating Brand, Consult, Design, Retail, Build, and Culture. As industry thought leaders, our revolutionary approach is powered by breakthrough Ideas. As industry innovators, our head-turning experiences wow customers inside a breakthrough Space. Put the two together, and the result is breakthrough Growth for our clients’ brands, market share, and bottom line.

 

The company’s operational headquarters are in St. Louis, MO, with principal offices in Chicago, IL; San Francisco, CA; Portsmouth, NH and Toronto, Canada.

 

To learn more about NewGround, call 888.613.0001, or visit www.newground.com.

 

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