Pumped up kicks.

October 24, 2011

Sometime last week you may have noticed that Vancity is sporting some fancy new kicks. Well, word on the street is that the new look is the result of their recent efforts to refocus their brand. The result? Make Good Money™.

The largest credit union in Canada has more than 415,000 members and has gained recognition for its corporate social responsibility and community involvement. Through their last rebrand emerged the common theme of intersections.

“This is a visual reminder that Vancity journeys down the whole road of life with members and staff. Intersections represent the emotional and financial turning points in our members’ lives, where Vancity applies its key skills and services”.

The result was a rotation of the V in the wordmark and crossing them to create an intersection, and the accompanying gradients of colour were intended to represent the spectrum of services available.

The shiny new brand direction is meant to increase awareness of their commitment to member wealth through competitive products and services, as well as financial literacy education.

“The twist is how they make member money work; Vancity makes smart investments in their communities – loans to local businesses, support to community projects – with a focus on affordable housing, local, natural and organic food, and the environment and energy efficiency. The result: members meet their financial goals; their communities thrive; which means each member is even better off. In short, Vancity’s approach is game-changing”.

The result is a look that features imagery of members engaging in every day activities across the lower mainland and Vancouver island. The use of popular local landmarks like the Grouse Mountain Skyride and Skytrain contribute to givwe it all the feeling of a scrapbook that tells the Vancity story, complete with paper cut-out journaling. The result is less polished, and less bright, but very relatable. Watch the new commercial.

Then tell us if you prefer the oldie-but-goodie standbys, or the new pumped up kicks Vancity is sporting.

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