CUNA Mutual Group, the largest provider of products and services to credit unions and their members worldwide, was introducing a private student loan (PSL). The PSL would be marketed predominantly online to a target audience including both credit union members and the general public. To be competitive, the brand had to stand for ease and convenience, backed by the assurance of an established lender. Applebaum worked with the CUNA Mutual team to develop a naming strategy and brand architecture to support the positioning. The name Complete Ed announces the category to online consumers and then goes much further to suggest a simplified application process and the ultimate goal of a completed education.