First Imperial Credit Union Rebrands as Corazo Credit union, Signaling Renewed Focus on Community

LOS ANGELES, CA – First imperial Credit Union officially unveiled its new name, Corazo Credit Union, today, marking a meaningful shift in branding that reflects the institution’s deep commitment to its members and the communities it serves. The change, announced by President/CEO fidel Gonzalez, isn’t a merger or acquisition, but a purposeful evolution designed to better represent the credit union’s core values.

“Corazo Credit Union represents the people at the heart of our mission,” Gonzalez stated. “Our members have always been the pulse of our credit union, and this new identity reflects our continued promise to serve with compassion, strength, and unity.”

The name “Corazo,” derived from the Spanish word “corazón” meaning “heart,” underscores the credit union’s longstanding ties to its community and its dedication to a people-first approach. This rebranding is accompanied by a new slogan, “People are the pulse,” further solidifying this commitment.

“Corazo speaks to the connection we have with our members and communities,” explained Marlena Renteria, Chief Experience Officer. “We are proud to evolve while staying true to the people who are at the core of every decision we make. Providing real help to our members is our specialty.”

Beyond the Name: A Visual Representation of Values

The new Corazo Credit Union logo visually embodies this philosophy. It features heart elements arranged symmetrically, converging towards a central point – a symbolic representation of members being placed at the center of all operations. The color palette, incorporating deep teal and warm desert-inspired oranges, aims to capture the vibrant spirit and landscape of the communities served.

What This Means for Members – and the Future of Credit Unions

This rebranding arrives at a pivotal moment for the credit union industry. While large national banks often prioritize profit margins,credit unions like Corazo maintain a unique structure: they are owned by their members. This member-owned model fosters a stronger sense of community and allows for more personalized financial services.

The shift to “Corazo” isn’t simply cosmetic; it’s a strategic move to emphasize this core differentiator. In an increasingly digital world, the human connection offered by credit unions is becoming increasingly valuable.

A Seamless Transition

Members can be assured that the rebranding will be implemented in phases over the next year, with no disruption to existing products or services. Accounts, leadership, and the fundamental trust members place in the institution remain unchanged.

Corazo Credit Union invites members and the wider community to learn more about the rebranding process and stay updated on the transition at www.ficu.com/namechange.Looking Ahead: The Power of Community-Focused Finance

The Corazo Credit Union rebrand serves as a powerful reminder of the enduring importance of community-focused financial institutions. As the financial landscape continues to evolve, prioritizing people and fostering genuine connections will be key to long-term success – and a more equitable financial future for all.

What specific member feedback prompted the decision to rebrand from First Imperial Credit Union?

Corazo Credit Union Launches Following First Imperial Rebrand

A New chapter for community Banking

Corazo Credit Union officially launched today, August 4th, 2025, marking a significant milestone following its rebranding from First Imperial Credit Union. This transition signifies more than just a name change; it represents a renewed commitment to serving the financial needs of the community with a member-centric approach.The rebrand, announced earlier this year, was driven by a desire to better reflect the credit unionS core values and evolving member base.

understanding the Rebrand: From First Imperial to Corazo

The decision to rebrand from First Imperial Credit Union to Corazo Credit Union wasn’t taken lightly. Extensive market research and member feedback highlighted a need for a name and identity that resonated more deeply with the communities served.

First Imperial’s Legacy: First Imperial had a long-standing history, but the name was perceived by some as traditional and less approachable.

The Meaning of “Corazo”: “Corazo” is Spanish for “heart.” This name was chosen to symbolize the credit union’s dedication to its members,emphasizing empathy,trust,and a genuine desire to help them achieve their financial goals.

Visual Identity Update: Alongside the name change, Corazo Credit Union unveiled a new logo, color palette, and overall visual identity designed to be modern, welcoming, and reflective of the credit union’s values. This included a refreshed website and updated branding across all platforms.

Checking Accounts: Offering various options, including free checking accounts with no monthly fees and interest-bearing checking accounts.

Savings Accounts: Including traditional savings accounts, money market accounts, and certificates of deposit (CDs) with competitive rates.

Loans: Providing auto loans, home loans (mortgages), personal loans, and credit cards with flexible terms and competitive interest rates.

Financial Planning: Offering financial counseling, retirement planning, and investment services to help members achieve their long-term financial goals.

Buisness Banking: Supporting local businesses with tailored banking solutions, including business loans, merchant services, and cash management tools.

The Impact on the Local Economy

credit unions, like Corazo, play a vital role in supporting local economies. As not-for-profit financial cooperatives, they are owned by their members and operate with the goal of providing financial services at competitive rates while reinvesting profits back into the community.

Local Lending: Corazo Credit Union prioritizes lending to local residents and businesses, helping to stimulate economic growth and create jobs.

Community Investment: The credit union actively supports local charities, schools, and community organizations through sponsorships and volunteer efforts.

Financial Inclusion: Corazo Credit Union is committed to providing access to financial services for all members of the community, including those who may be underserved by traditional banks.

Account Numbers: Account numbers remain unchanged.

Online & Mobile Banking: Members can continue to access their accounts through the existing online and mobile banking platforms, which have been updated with the new branding.

Debit & Credit Cards: New debit and credit cards with the Corazo Credit Union branding will be issued automatically.

Checks: Members can continue to use their existing checks until they are depleted. New checks with the Corazo Credit union logo can be ordered through the credit union.

Branch Locations: Branch locations remain the same, but signage and branding have been updated to reflect the new identity.

Resources for More Information

Corazo Credit Union Website: https://www.corazocreditunion.com (example URL)

Customer Service: 1-800-CORAZO (1-800-267-296)

* Branch Locator: Available on the Corazo Credit Union website.