Abri Credit Union


Founded in 1956, Argonne Credit Union grew from its base of Argonne Lab employees to serving the three-county surrounding area. As part of a merger with a neighboring credit union, Argonne called Torque to develop a new name and logo mark. CEO Brian Cedergren chose Torque over other firms specializing in credit union marketing, because of our strengths in brand development.


After working sessions with the board of directors and other credit union stakeholders, Torque added focus group research to get at the deeper values behind the organizations. We learned that both credit unions inspired family-like sense of trust, established over many years. Torque used these insights to develop a new name, logo mark and tagline: Help Growing Forward, as well as foundational marketing templates and guidelines.

The announcement of the new brand has been warmly embraced. We anticipate that the market launch of the new brand, coupled with the merger and overall healthy financial profile will set the credit union in place to realize fiscal and service goals, and continue to thrive in the communities it serves.

“Throughout the rebranding process, Torque has been extremely committed and sensitive to our unique ‘Tribal’ culture. Their work in developing our new name, as well as designing the logo and brand standards, has delivered the platform we hoped for from the beginning.” Brian Cedergren, President and CEO, Abri Credit Union