The Weyburn Credit Union unveiled their new brand and logo during a special invite-only celebration on Thursday night.
“The underlying purpose of everything we do as the Credit Union board of directors is to represent all members and the interest,” said Norm Wall, president of the Weyburn Credit Union board.
“When the question was asked if our brand represented our members, we didn’t take that question lightly. We took a long, hard look of who we are, what our brand was, and if it was a good fit for us as a Credit Union.”
“We ultimately decided our brand didn’t represent who we were. While the hands and globe has contributed to our success and helped us grow into the innovative and progressive Credit Union we are today, we felt that the appeal had run its course,” said Wall.
“We felt that the previous brand didn’t say that we are friendly, we are innovative, we are local, or that we are modern. All of these things are part of what makes our Credit Union great.”
The process to create a new brand was directed to the management team of the Weyburn Credit Union.
“When the management team presented the new brand, it was important to ensure that the new brand reflected us, our staff, our members, and our Credit Union,” said Wall.
It was also important for the new brand to ensure continued success for the Weyburn Credit Union. The board, management and staff felt that the new brand truly captured what the Weyburn Credit Union was as a business and a community supporter.
Don Shumlich, CEO of the Weyburn Credit Union, detailed a little more about the process of finding the right brand for the bank.
“Back in 2014, we hired a research company to conduct market research on behalf of the Weyburn Credit Union. That research provided great feedback on what was, and what wasn’t working for us.”
“Our members had some very awesome things to say about us. They validated that we are friendly, personable, helpful, community-minded, local and convenient. But not everything that came out of our research was positive, especially among respondents who did not deal with us as a bank.”
“These responders felt that we were too traditional, not for everyone, and even stuffy,” said Shumlich. “We were taken aback by some of the things that were said, but we realized that we had to consider the positive and negative.”
“We knew that we had to update our look to who we are now as a Credit Union,” said Shumlich. “Our new brand had to reflect our market, since we are here to help and serve everyone; our image, since we are professional, helpful, modern, innovative and friendly; and our difference, since we are different by design.”
After revealing their brand, the Weyburn Credit updated their website with the new logo. More updates will be made to their website, and they move forward with the brand.
