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Bank with growing Boise HQ changes name, branding

Washington Federal, which owns a large Boise campus and a number of local branch locations, is changing its name.

The company revamped its consumer-facing brand to “WaFd Bank,” thought the parent company will keep the Washington Federal name.

In announcing the change, WaFd said it gets questions like “Is Washington Federal part of the federal government?” No. “Is Washington Federal a business headquartered in Washington, DC?” Still no.

“We got the message. People who don’t know us yet can’t tell for sure what we do,” the bank’s copywriters noted on a page announcing the change.

The bank notes many folks already call it “wah fed” – and its NASDAQ ticker symbol is “WAFD,” making the change natural. (WaFd isn’t pronounced, “waft,” however).

The Seattle-based company also added “bank” to its moniker to better emphasize the services it offers.

As BoiseDev first reported, WaFd purchased the BodyBuilding.com headquarters building in Boise last year and plans to add employees and expand in the facility as BBcom contracts its space.

Washington Federal has 12 branch locations across SW Idaho and SE Oregon. It has 24 branches in the State of Idaho. Idaho customers have more than $800,000,000 deposited with the bank according to filings, a 7.3% increase over the prior year.

Don Day - BoiseDev Editor
Don is the founder and publisher of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow. Contact him at don@boisedev.com.

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