Reclaiming industry leadership

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Teetering on the brink

CU Business Partners was in trouble. As the nation’s largest Credit Union Service Organization focused on member business lending, in the early 2000s Business Partners had an impressive track record. However, the company was hit hard by the 2008 recession, and its reputation marred by mismanagement. With new leadership in place in 2013, Business Partners’ new CEO sought to change its course. Her agenda was clear — revive the company, redefine its story and signal a sea change to customers and employees.

Extending a renewed promise

To reclaim industry leadership, Business Partners hired Baker to rebrand, rename and establish a meaningful and relevant story. The core idea — “Broaden your reach” — revealed itself during our discovery process. It captured the unique value proposition the company offered clients. Community credit unions, when partnering with them, are able to reach beyond their own limitations, and gain resources and expertise in commercial lending.

“Extensia”, derived from the word “extend” and alluding to the ability to reach farther and offer more, was selected as the company’s new name. Its visual expression stems from being fresh, distinctive and standing out from the crowd. Its look and feel purported the company’s ability to deliver new, positive opportunities.

Extensia Financial logo

“Our new identity is much more than just a name change. Extensia reflects the value of what we do – act as an ‘extension’ of our credit union clients by providing them with expertise, resources and innovative products and services that are unparalleled in the industry.”

Pam Easley
President and Chief Executive Officer, Extensia Financial

The story is resonating; the phone is ringing

With a fresh story, new website and new communication tools, Extensia is gaining traction and momentum. The rebrand garnered lots of attention with press and started a buzz in the credit union community. Employee buy-in is at an all-time high. Customers are feeling the company’s renewed sense of purpose and clarity of mission. Leadership reported Q1 2015 was the first profitable quarter since its turnaround. All signs point to a bright future ahead.

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Online brand launch advertising

Teaser ad


Launch ad

Print brand launch advertising
Extensia print ad graphic image: Excel Exceed Expand Extend
Internal posters
Extensia internal posters. Say it. Own it. Bring it.
Visual vocabulary
Extensia Financial graphics
Extensia components

Brand positioning and platform

Visual identity

Name development

Tagline development

Messaging framework

Design system

Brand guidelines

Corporate stationery


Employee value proposition

Employee criteria