To kick things off, we did a brainstorm with the board of directors and management team. It’s always the best place to start because you can tease out the issues and gain consensus for moving forward. After much discussion and idea generation, there was unanimous agreement on ‘Together We Can’ as a suitable tagline and the basis for their brand story. Here’s how we framed it:
“As a community of people, we look out for one another. As a financial cooperative, we save and borrow together. By pooling our resources, we are bigger and stronger. By working together, we can help and support each other. There is safety in numbers and strength in unity. Individually we can’t but TOGETHER WE CAN.”
Once the tagline and brand story were in place, we set about designing a new brand identity. We wanted a graphic to represent the community of credit union members standing together as one. As you can see from the chosen concept, we achieved it using a row of five figures, all standing in file, shoulder to shoulder in a show of strength and solidarity. It’s simple but powerful and works equally well in a variety of colours (which is always a sign of a good logo).
In the clients own words
We are very pleased with the quality of work that Passion for Creative has done for us. They listen to what we want to communicate to our members, take on board our ideas and produce beautiful images which represent what we want to say. They have given their time freely for calls and zooms, they have great patience and always respond to queries and requests without delay which makes dealing with them an absolute pleasure.
Sarah Cogan, Lending & Business Development Officer