People’s Choice
Call them 24/7.
Just don’t call them a bank.
The challenge
Since 1949, People’s Choice Credit Union has been a trusted financial institution for Australians.
But with the emergency of neo banks, digital banks, increasing competition within credit unions and banks, not to mention the disruption within the sector around the Royal Commission - People’s Choice Credit Union was becoming less relevant. They needed to reposition themselves in a way that was both reflective of what has made them successful to date, while standing out within a very crowded and competitive sector.
The solution
As an organisation that truly looks after its people and members (uncommon in the industry at the time), the strategy developed was based on being the advocates for positive change, and inspiring a good movement.
The brand was repositioned as ‘empowering activists’ and position that reflected the type of work they were already doing but pushed them further to champion the environment, communities and individual members.
This position informed everything from a refresh visual identity, an empowering activist employee value proposition and a guiding force for prioritising future strategic initiatives.
Deliverables:
Brand Positioning – Brand Strategy –Brand Architecture – Tone of Voice – Brand and Product Propositions
Client
People’s Choice Credit Union
Creative Director
Sam Wall & Abi Singmin
Agency
Landor
Strategy Director
Daye Moffitt