Katie BaileySouthern Energy Credit Union, located in Birmingham, Alabama, has been named a Category’s Best winner for Rebrand and New Corporate Identity in the 2026 Diamond Awards, an annual program presented by America’s Credit Unions recognizing excellence in marketing, public relations, and development across the credit union industry.
This year’s competition drew a record number of submissions nationwide, making Southern Energy Credit Union’s recognition as Category’s Best especially meaningful for the credit union as a first-time participant in the awards program.
Southern Energy Credit Union was recognized for its rebrand following the successful mergers of Powerco Federal Credit Union and Mutual Savings Credit Union into APCO Employees Credit Union, bringing three deeply rooted institutions together under one cohesive identity designed to honor the past while uniting members around a shared future.
“This rebrand came at an important time in our growth, as we welcomed new members and expanded into Georgia and Mississippi following two mergers,” said Southern Energy Vice President of Marketing, Claire Connolly. “Our goal was to create a brand that reflected that growth while reinforcing our continued commitment to powering our members’ financial success at every stage of life. I’m incredibly proud of our team and grateful for our agency partners who helped us bring that vision to life in a meaningful way.”
For decades, the legacy brands that created Southern Energy Credit Union represented more than financial institutions; they were closely tied to members’ identities as employees and retirees of Southern Company and its subsidiaries. The rebrand was intentionally crafted to respect that legacy while positioning the credit union for continued growth and relevance.
“We knew change could feel personal for our members,” said Andy Rush, President and CEO of Southern Energy Credit Union. “That understanding shaped every decision we made. We set out to create a brand that honored where we’ve been, united where we are today, and confidently positioned us for the next 70 years of service.”
Rush added that the success of the rebrand extended far beyond design. “More than anything, I’m proud of our entire team. Every single employee had a hand in bringing this rebrand to life, from proudly wearing the new swag to answering the phone in a new way, sometimes for the first time in nearly 40 years. That level of commitment is what made this transformation impactful.”
This Diamond Award win underscores Southern Energy Credit Union’s commitment to thoughtful growth, member connection, and a well-executed brand transformation, supported by intentional storytelling throughout a period of significant change.
