BrandEquity Repositions Credit Union

BOSTON BrandEquity International has crafted a new identity for the Brockton Credit Union.

The image makeover for the 86-year-old Brockton, Mass.-based client includes a logo, collateral materials and a new moniker: HarborOne Credit Union. The name is intended to reflect the client’s reach beyond its home base to other communities and its connotations of safety, according to Ted Selame, senior vice president of the Newton, Mass., agency.

BrandEquity has also handled brand-building assignments for DuPont, Gillette, Kodak and Staples.