Naveo Navigates Its Name Change With A Brilliantly Simple Move

Ever had one of those forehead-slapping why didn’t I think of that moments? The new vertical-swipe debit cards from Naveo Credit Union ($112.6M, Somerville, MA) induced one of those for me.

Check it out in this CUToday article posted last week. The card stands out in the wallet and solves an awkward problem in advertising: Those instances such as that American Express commercial where Tina Fey is clearly swiping the card with the mag stripe in the wrong place, all just to brand the ad by keeping the logo visible.

Naveo CEO Rui Domingos explains, We want our members to be proud to show off their debit card. Choosing to go vertical makes more sense, as members must turn their cards vertically to swipe. Our vertical design allows for our logo to be visible when the card is in your wallet or when you’re swiping.

Brilliant in its simplicity, the Naveo card was introduced as a follow-up to the 8,100-member credit union’s latest name change and rebranding. Opened in 1928 as Cambridge Portuguese Credit Union, it later became CPCU Credit Union before changing to the new name last year.

Although Naveo now serves communities in three counties as well as anyone of Portuguese descent, the venerable credit union is hewing to its maritime roots. The name is derived from the Portuguese word for ship navio.

It encompasses CPCU’s heritage as well as a youthful, inclusive personality, the credit union said in its announcement last year. Naveo is a name that is about providing support and helping members find the way on their financial journey.

Using a cool yet totally practical way to stand out from the crowd seems like a great way to interest people in how you as a credit union can do that.

Well done, Naveo. Ideas like that can lead to smooth sailing ahead.