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Hickam Federal Credit Union is proud to announce its rebranding as Lōkahi Federal Credit Union. This exciting new chapter in the credit union's 88-year history reflects our growth and our ongoing commitment to you, our valued members.
The decision to rebrand stems from a common misconception that, based on our current namesake, Hickam FCU, one must be affiliated with the military to join. Since our island-wide membership expansion in 2011, we often encountered prospective members who never considered joining based on this perception. With our dedication to staying relevant in today's dynamic financial landscape and continuing on the path of growth, the need to rebrand became clear. This rebrand ensures that the credit union's identity aligns with its future vision while maintaining its deep connection to its roots.
The word Lōkahi means unity, harmony, and accord. It lends itself to the underlying power of uniting together to serve our member's needs. In togetherness, there is strength; in common purpose, there is commitment. Lōkahi is also a nod to both our original founding members who came together to create our credit union and our island heritage, as in both cases, the virtues of working together as one are manifested.
Furthermore, in a study of traditional Hawaiian health practices, research states that Lōkahi is the central concept of Ancient Hawaiian holistic health beliefs. Specifically, the "Lōkahi Triangle" of physical, mental, and spiritual/environmental elements must be in balance or in harmony for one to be in good health.
Lōkahi Federal Credit Union seeks to help bring harmony to our members' lives by using our role as a trusted financial partner to bring balance to their finances and, therefore, provide them the peace of mind needed to help promote their well-being.
With a Hawaiian name chosen for our credit union, it was important that we met with a Community Elder, a Linguist/Hawaiian Language Teacher, and a Cultural Expert from the Hawaiian community. All those consulted provided opinions and interpretations of the new name, ensuring its use to be authentic and respectful. After learning about our credit union's history and core values, all experts felt the name Lōkahi Federal Credit Union perfectly defined our purpose and who we are.
We started our rebranding journey with the research phase, where we took a deep dive into the history and culture of our credit union. Multiple focus groups consisting of members, non-members, staff, and our Board of Directors gathered to discuss the importance of a name change and reactions to potential names. Understanding how all stakeholders perceive the credit union was critical to developing a relatable name and brand that was authentic to who we are.
Born from the research was the development of an overarching statement that describes who we are and what we stand for:
Our loyalty is to you. Our commitment is to be there for you. No matter where you are in life – no matter the goals you've set – we won't leave you behind. You are a member, and that means we're invested in your future. |
The two primary strengths of this statement are the idea of our credit union being there throughout the various life stages of our members and the concepts of commitment and loyalty. It is an integral part of how our new name was chosen.
Based on the outcome of the extensive research, Lōkahi Federal Credit Union was identified as the name that authentically represents our credit union.
Looking at the logo, true to the promise of the Lōkahi name, this design visually reinforces the idea of unity and working together for a common purpose. The iconic artwork represents four people joined together as one, raising their arms to symbolize infinite possibility. Further, these four people represent our stakeholders, "Our members," "our community," "our volunteers," and "our staff."
The design is balanced and symmetrical, contributing to the sense of unity. It is reminiscent of a Hawaiian quilt in its shape, a reference to Lōkahi Federal Credit Union's local roots and commitment to our members and community.
The logotype or font used is distinct and evokes a feeling of the islands while retaining a clean and legible appearance. Every element of the logo works together, reflecting the essence of Lōkahi. The "K" in the logotype is evocative of a wa'a or canoe sail, while the "A" is reminiscent of a Hawaiian hale or house. The kahakō or line over the "O" emphasizes the pronunciation of the name, "Lōkahi". Not only does it change the sound of the word, it often changes its meaning.
While our name is changing, our mission remains the same: to provide personalized care and unwavering support for your financial goals. As a member-owned, not-for-profit financial cooperative, we will continue to be guided by the same dedicated team you know and trust. Our commitment to the communities we serve remains steadfast, and we will proudly uphold the efforts and initiatives that define our legacy.
