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I'm William Azaroff. I direct Online Strategy & Community Engagement at Vancity, Canada's largest credit union.
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Online branding & Vancity.
One of the things I love about the Vancity brand is that it's complicated, and therefore a challenge to express succinctly. Vancity is a credit union that uses its profits to give money back to its members and the community. Sounds simple in a way, but there's a complication as soon as we have to express how we do it and what it costs.The more money Vancity makes, the more money it can give to the community, and it gives money in a myriad interesting and meaningful ways. Many prospects and members want to know what all this good work will cost them; surely they must pay extra. This sentiment always strikes me as odd - no one expects to pay more at a big bank when their stock prices are high, and yet they're returning profits in the form of dividends to the shareholders. It's the same with us, except the money goes to something meaningful.
So all of this is to say that when we launch a new brand campaign, it's always tricky to engage people around our mission in a way that rings true and feels like us, but is still entertaining and works as marketing.
This week we are launching our 2007 TV spots, outdoor advertising and our web site to promote Vancity. This microsite launched yesterday, and I think it does a nice job conveying our brand and who we are. I'm curious what readers think.
Vancity | We All Profit
Labels: azaroff, credit union, design, user experience, vancity, vancouver, web
posted on Tuesday, June 12, 2007
5 comments
I like it. The design is great and I'm guessing that the conceptual pieces are reflective of your market segments, and that there is a cross-reference between these segments and the choice of what products/services to capture in the posters.
A few things I'm not sure about:
The Vancity billboard - I wasn't sure what the picture was. I called a friend over to have a look (at school), and he said they looked like solar panels; however, he also told me that solar energy in Vancouver and the lower mainland is a fairly questionable undertaking, and not really cost effective. I'm not sure if you are looking for that level of conceptual integrity or not.
Also - I'm wondering if there is any way to trumpet some of the interesting, innovative projects that the organization gets involved with through shared success. I didn't see any examples.
Looks great!
comment from 
Jeremy on June 13, 2007
On second look I see that the billboard is actually self-powered with solar panels, which is clever, and the concept makes more sense now. I'm a bit slow on the draw today, it appears.
comment from
Jeremy on June 13, 2007
Thanks Jeremy, I really appreciate it.
Good point, we can make that clearer, in fact that's now in the queue.
Any others?
Wm
comment from
wazaroff on June 13, 2007
William:
I thoroughly appreciated glancing at the We All Profit site. It reinforces that the concept of "membership" has meaning at VanCity. VanCity definitely "stands" for certain principles and beliefs, and makes it possible for other Canadian credit unions to do so as well.
How come U.S. credit unions are so hesitant to distinguish themselves as true co-ops?
comment from
on June 22, 2007
Hi Ron, thanks for your comment. I wonder about that exact thing. When we speak to existing members, I like referring to membership. It's a concept Vancity takes seriously. But with an acquisition campaign like this one, I like to temper that kind of language because I wonder if non-members relate to it. So I wonder about toning down the "join" language in favour of "open an account" until people are more fully indoctrinated.
I still think we can express our co-operative values without intimidating non-members with language that makes it seem like there are bigger barriers to doing business with us than at a big bank.
comment from
wazaroff on June 22, 2007
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