In recognition of the 50-year anniversary of its founding, Reliant Credit Union has introduced a new look that reinforces its commitment to the people-helping-people philosophy and helping members “achieve life.”

The rebrand is aligned with the credit union’s strategic plan to grow its membership and increase name recognition in Monroe, Ontario and Wayne counties, and includes a new contemporary logo and brand identity, as well as a new tagline: “Achieve Life.”

“Our refreshed brand reflects our continued commitment to our members, our employees and the communities we serve,” said Pamela Heald, president/CEO of Reliant Credit Union. “We are dedicated to empowering both members and employees to reach higher, dream bigger and redefine what’s possible — all in pursuit of achieving what matters in life.”

Reliant Credit Union also launched a new website that features products and services in an updated format, with easy navigation and a fresh look.

“While our brand and logo will look different, our commitment remains the same: helping our members to improve their financial well-being and live their best lives,” added Amy Calabrese, chief brand officer. “As we strive to provide better banking for all, we are excited to introduce the Reliant Credit Union difference to the next generation of members.”

Reliant Credit Union is a $550-million credit union serving more than 40,000 members. Eligibility is available to those who live, work, worship, attend school or volunteer in Monroe, Ontario, and Wayne counties. Reliant currently has branches in Brockport, Canandaigua, Geneva, Henrietta, Irondequoit, Macedon, Newark, Sodus and Webster.