Fairhaven-based Southern Mass Credit Union has launched a new brand and changed its name to Alltrust Credit Union.

“The Alltrust name better expresses our focus on being a trusted financial partner for all our members, at every stage of life,” Carmen Sylvester, president and CEO of SMCU, said in a statement last week. “Our new brand identity more accurately reflects our credit union’s core values and culture, as well as our mission to help our members create brighter futures for themselves and their loved ones.”

Founded in 1922, SMCU has grown to $300 million in assets and has more than 14,000 members in Massachusetts and Rhode Island. It has branches in Fairhaven, Fall River and New Bedford.

“As a local credit union, Alltrust is dedicated to giving back to the community, and the team is passionate about helping members succeed,” the credit union said in the statement. “Alltrust has been concentrating on strategic improvements and growth plans over the last few years, including increasing membership, enhancing product offerings, and upgrading technology.”

Alltrust is also renovating its flagship Fairhaven branch. The teller line there is scheduled to open in the beginning of May, and the Alltrust team members’ offices will be completed during phase two of the renovation. The updated lobby will include more space and an improved layout to accommodate member requests, according to the statement.

“We felt it was the right time to update our credit union’s look and feel to give our financial institution a more modern appearance and provide an enhanced member experience,” Sylvester said. “We are committed to building a stronger credit union for all of our valued members so that we can thrive together, and we look forward to brighter futures ahead.”