PEARL CITY, Hawaii–Hickam FCU is now operating with a new name and brand.
The $673-million CU is now Lokahi Federal Credit Union as part of a rebranding process that went into effect this week. The redesign also includes a new logo and website.
In Hawaiian, the word lokahi means unity, harmony, and accord.
“We’ve spent much of the past year working hard to lay the groundwork for our exciting rebranding journey,” President and CEO Scott Kaulukukui said in a statement ” … These undertakings were a tremendous challenge, but with dedication and hard work, we pursued our goals with vigor and determination.”
‘Common Misconception’
According to Lokahi FCU, the move to rebrand stemmed “from a common misconception that, based on our current namesake, Hickam FCU, one must be affiliated with the military to join,” the credit union said on its website.
“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,” the credit union said in a statement. “This rebrand ensures that the credit union’s identity aligns with its future vision while maintaining its deep connection to its roots.”
Third Time’s a Charm
This is the third time the credit union has undergone a name change since it was chartered in 1936 to serve the civilian employees of the maintenance depot at the Army Air Corp’s Luke Field on Ford Island, when it was first known as Hawaiian Air Depot Employees FCU. Then, in 1940, the credit union relocated to Hickam Air Force Base and changed its name to Hickam Federal Credit Union in 1942.
For the past year and a half, Lokahi FCU reported it collaborated with local experts and conducted focus group interviews with staff, volunteers, members and community residents to help shape the direction of the rebrand.
“Understanding how all stakeholders perceive the credit union was critical to developing a relatable name and brand that was authentic to who we are,” said the credit union in its statement.
‘Island Heritage’
“Lokahi 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,” said the credit union, which has approximately 47,000 members.