Rebranding Vancity
Vancity is known for doing good in the community, less so as a solid financial go-to for mortgages and retirement planning. The Good Money relaunch campaign is about getting people to see how well they can do with their money, while giving back to the community. It shows potential customers that there is an alternative to the big five banks, one where everyone can profit. A new way of banking that doesn’t make people choose between doing well financially and doing good in the world.
The irony was that Vancity had been all these things for a while, but hadn’t found the right words or expression to carry the brand forward for the long-term. As much as we’d like to believe on the agency side, it’s not just about advertising. Employees and stakeholder engagement matters too, which is also what Make Good Money delivered to the organization, making it more than just another ad campaign for the FI. I’ve been privileged to help rebrand many of BC’s iconic brands. Far from one-offs, they’ve required a lot of collaboration with agency and client partners. When there’s trust and a will to articulate what you’re all about, it can come together fairly naturally. Sometimes, it’s just good timing.
Employee Stories. Beyond a pay check, Vancity offers employees meaning. They work hard at not just talking about values, but hiring people who live and breath what the company believes in. A company starts with the people, and Vancity makes sure they choose and nurture theirs wisely. Through extensive interviewing, we found six outstanding representations of Vancity’s truly remarkable company culture. It just might be the secret to their success.
Associate Creative Direction/Copywriting: Allen Forbes, Art Direction: Tana Kosiyabong, David Harrison, Graeme Jack, Creative Direction: Liam Greenlaw