Financial Force for Change Rebrand - Vancity
Vancity has put people first for over 75 years. We were the first to issue mortgages to women without a male co-signer, and the first financial institution in North America to be carbon-neutral in its operations. We’re Canada’s largest credit union and largest living wage employer. Since 1946, we’ve been committed to doing what’s right for people and the planet.
Here’s the problem: we haven’t always had bold marketing to match our bold ambitions. So, when our members told us they wanted to know more about how banking with Vancity helps build a clean and fair world, we knew we had to make our outsides match our insides. And we needed a refreshed, tenacious, and uncomplicated brand to make it known that we’re not just a financial institution — we’re a financial force for change.
There was no better time to reintroduce ourselves to the world than 2020. The impact of COVID enabled us to show up in a stronger way and better reflect our history of challenging norms and acting on change rather than just talking about it. Our contemporary brand became rooted in encouraging action, challenging people to recognize that where they bank matters. It empowered them to join a movement that puts their money where their values are.
Whether it’s in the form of an acquisition campaign, a TV spot, an illustration, or an Instagram post, the Financial Force for Change™ brand is a well-honed articulation that when you become a Vancity member, you join a group of like-minded people who are aligned in their pursuit of building a clean and fair world. It’s who we are and who we’ve always been, but instead of a whisper, it’s now a rallying cry.
