Albuquerque — Kirtland Credit Union, in the midst of a total rebrand, will add another branch in Rio Rancho.

The branch is expected to locate in a retail area at the intersection of Rockaway Blvd. and NM 528. Opening is projected for fourth quarter of this year.

The rebranding includes a new logo and messaging and a new look that is modernized to fit today’s culture, according to the announcement of the moves.

“Prior to unveiling, the credit union did an extensive competitive-market analysis and conducted focus groups with employees, members, and the public to learn about its strengths and how the existing brand fit into the community. This made it clear it was time for a change,” the announcement said.

The new brand promise is  “to build relationships and trust by supporting the unique financial needs and goals of each member so they can Live Confident in their investment with us.”

“It’s not about banking. It’s about belonging and working together to build lifelong relationships with our members, our employees, and our communities. We are committed to adding value every day and through every interaction we have with you and each other,” said President and CEO Matt Rarden.

Established in 1958, Kirtland CU was born out of Kirtland Air Force Base to support the military and help improve their financial positions.

Since that time, the credit union has grown to nearly $1 billion in assets and expanded the communities we serve through six branch locations, the Home Loan Center, 24-hour online and mobile banking, and access to over 30,000 ATMs worldwide. Kirtland CU has nearly 49,000 members and continues to grow.

Here are some answers from Kirtland on the rebrand: Brand-FAQ page.