Geelong Bank first opened its doors in September 1974 at the Ford Motor Company (Geelong) Stamping Plant as a credit union that serviced Ford employees in the Geelong area. As the car manufacturing industry experienced rapid change and downturn over the years, the FCCS board saw an opportunity to advance the company’s growth, relevance and value amongst members and the local community with a brand transformation. The unanimous decision to rebrand was one of enormous consideration, with numerous consultations and participation of internal stakeholders and teams, customers and non-customers. As of November 2018, FCCS would officially be known as Geelong Bank. The new name cements the bank’s forward-facing direction and community values, as well as its relevance amongst a younger generation of customers. Geelong Bank heralds an exciting era for the brand and opens up a new world of opportunity for connection and growth.