Roles: creative direction, art direction, graphic design, client presentation, press checks

In 2016, Portage Credit Union and Austin Credit Union joined forces to become an 18,000 member financial institution. A new brand, visual identity, launch strategy and subsequent campaigns were built on research, and designed to resonate with members.

The Stride logo was developed to convey the new name visually by merging a graphic streak with the logotype to represent forward movement. The combination of the streak with the font Myriad created a modern and welcoming logotype as well as a stand alone icon. A unique primary and secondary colour palette, as well as an abstract motion pattern, were developed to differentiate the credit union from competitors. A comprehensive brand guide with key messages was developed to position the brand visually and culturally. The updated brand was applied to stationery, collateral, vehicles and multiple touchpoints at branches.

The “We’ll Get You There campaign” focused on the member’s goals and dreams and how the credit union could turn them into a reality. The visuals played off the before and after concept. Stock photography was carefully chosen and altered to convey the concept, while evoking clean, simple and relatable messaging.

In the first two months post launch, the credit union received more converting leads than the organizations had received through any other marketing effort. In addition, two years after the merger, the organization saw an 18% increase in assets under management, and are now in the top 50 credit unions in Canada.