Recently RATIO was asked by The Financial Brand for perspective on when a financial institution should rebrand. Having worked with some of Canada’s leading credit unions on rebrand strategies where the built environment is integral, RATIO has unique experience to share. The ‘when to rebrand’ question and perspectives offered up in the article are relevant for all businesses — not just FIs — who want to be competitive in their marketplace.
Island Savings Chemainus branch recently opened in the new Chemainus Village Square. RATIO led the corporate wide reimagination which included a branch design concept and implementation strategy. The Chemainus location ‘branch of the future’ is the 5th in the concept rollout. Even though Chemainus is the smallest branch in system, the 25’ high ceilings, full height exterior glazing and open plan make the space feel larger than it is; modern and welcoming. RATIO leveraged Island Savings new brand identity by using the already-iconic “sand dollar” motif as the basis for a 16’ x by 47’ 3D mural. The mural runs the width of the branch, acting as a unifying element that ties together all member facing branch components including entry, atm vestibule, greeter, members lounge, and teller wickets within the open plan.
Envision Financial, under the umbrella of First West Credit Union has opened the door to a new way of banking. It also introduces a fresh, cohesive design concept for the merged credit union network under First West. Their newest branch, at Garrison Crossing in Chilliwack, introduces this new member experience. During the design and planning process RATIO and the First West team re-imagined the credit union from the perspective of its true definition: a cooperative organisation of individuals for a common purpose; and as a key community stakeholder. Design decisions were made based on the client’s very successful brand drivers.