Listening may just be the most underrated tool in the rebranding playbook, but at Epicosity it’s 100% essential. We spent days soaking in the people, culture and insights from all branch locations. Roundtable discussions were held with everyone from leadership and loan officers to frontline staff and the IT crew. Members received brand perception surveys, too. It was all about aligning what would never change (their foundational “whys”) with what would soon be changing – their future new name, tone and design style.