Lone Tree, CO—Public Service Credit Union (PSCU) announced today a new name and logo for its organization as part of a much larger brand transformation that will continue through late August. The name, Canvas Credit Union, and the larger rebranding effort marks the credit unions’ commitment to helping people throughout their lives and financial journeys. For the community, this is much more than a name or logo change; it’s about disrupting how people in Colorado experience consumer and business banking and financial services.
For the credit union industry, this change supports ongoing efforts to redefine banking experiences and overall drive awareness and understanding of the credit union movement. Credit unions struggle to share their story—with this announcement, Canvas is challenging the industry to be proud, upset the traditional way of doing things, and show people the meaningful benefits of credit unions. Only by working together and pushing against “how it’s always been done” can credit unions move beyond being a best kept secret.
Through the Canvas transformation, the organization is making something that’s usually a cold, scripted and unapproachable experience into something that makes people feel welcomed, informed, valued and delighted. Todd Marksberry, CEO and President says “We see each of our members’ futures as a blank canvas, a unique possibility waiting to be painted. The new brand and name bring to life the work we’ve been doing for over 80 years and today, we invite even more Coloradans to create their own unique and bright future with us.” The company has created an informational site for current and future members as well as the Colorado community, becomingcanvas.com.
This process kicked off 18 months ago when PSCU partnered with Monigle, a Colorado-based brand experience agency (monigle.com) to develop the strategic foundation, brand architecture, visual and verbal identity and experience strategy. PSCU knew it had to evolve to better tell its story, and through research, validated that the community, members and employees were open and excited to move away from the existing brand identity. Research showed that the name Canvas has multiple meanings to different people—it signifies a blank canvas and strong foundation to build on, and also points to the breadth of services the company offers across Colorado. And the logo was crafted to reflect how PSCU helps members create the lives they picture, and arrow-style shapes not only help guide people on their journey, but also, if you look closely, form the Canvas name. But name and logo are just part of the transformation. Canvas’ purpose is “helping you afford life”, and to deliver on this promise, PSCU is conducting innovation sessions and experience workshops with its frontline employees as well as cross functionally in the organization to identify how the new brand will impact the processes and experiences across everything from auto loans and mortgages to careers and employee experience.
Since 1938, PSCU has been deeply involved in the Colorado community. With 28 branches in Denver, Aurora, Littleton and across the Front Range, it is deeply rooted in the many communities and neighborhoods that it calls home. In June, PSCU amplified its presence in Fort Collins through a partnership with Colorado State University as its official credit union partner, an effort to ensure students, alumni and faculty and neighbors feel empowered, confident and supported when it comes to affording life. Through the partnership, CSU’s multipurpose stadium will now be called Canvas Stadium.
The transformation begins now and will continue through August and beyond as the credit union updates its signage and branches over the next eighteen months. Until the new Canvas website is launched later this summer, a transitional site with additional information can be accessed at becomingcanvas.com, which will also direct back to the PSCU website for accessing online accounts and products and services information.
PSCU is passionate about people and credit unions, and as Canvas, it is bringing the two together. Credit unions should no longer be a best kept secret. Canvas will leverage its delightfully offbeat culture and love for its people and members to show what is meant by the credit union difference. As the third largest credit union in Colorado with over 238,000 members and more than 520 employees, Canvas looks forward to sharing this new journey with the industry, community and people of Colorado.
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About Public Service Credit Union (http://pscu.org)
Public Service Credit Union (PSCU) has been safe, secure, and insured for the past 80 years. Today, PSCU holds assets in excess of $2.3 billion and has more than 238,000 members. PSCU provides a full array of financial products and services, including savings, checking, loans, mortgages, and online and mobile banking options. Members can access their accounts and conduct transactions at PSCU’s 28 branches, and at over 200 shared branch locations throughout Colorado. In addition, through the credit union’s partnership with the CO-OP network, members have surcharge-free access to more than 30,000 ATMs across the country.
About Mongile (http://monigle.com)
Monigle, the nation’s largest independent brand experience consultancy, has been at the forefront of redefining how brands come to life in the real world since 1971. Offering a full spectrum of services including strategy, insights, identity, culture, activation, management and branded environments, Monigle works with organizations to build and sustain a hard-working brand that drives long-term growth and a powerful experience. For more information, visit monigle.com.
Media Contact: Tansley Stearns, Chief Marketing and Strategy Officer
Company Name: Canvas Credit Union
Email Address: TansleyS@canvas.org