PSCU to Canvas: The Story

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Stay tuned for the next part of this story as PSCU changes its name to Canvas Credit Union

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Revealing the new name and identity

June 5, 2018

Lone Tree, Colorado-based Public Service Credit Union (PSCU) announced today that it is changing its name and brand identity as part of a larger journey to disrupt financial services. Today’s name and logo reveal is the inaugural stage of a much larger brand journey. Between now and Canvas Credit Union’s official launch in August, Monigle and PSCU are actively preparing for a reimagined member and employee experience – one that is built on its people, love and the belief that credit unions have been a best-kept secret for far too long.

Public Service Credit Union’s human approach to financial service transcends the category, yet has been bound by the traditional and often misunderstood definition of a credit union. This rebrand is the organization’s acknowledgment that as an industry, credit unions must do a much better job of showing the benefits of credit unions to consumers. For PSCU, this begins with making what is often a cold, scripted and unapproachable experience something that makes people feel welcomed, important and delighted.

Monigle drove the strategic foundation of the new brand, conducting research with members, employees and the broader Colorado community. This process revealed an unmet need for a financial partner that puts people’s best interests before the bottom line and support for a new identity. Internal interviews and audits revealed a delightfully off-beat culture within the walls of PSCU has shaped the strategic foundation and voice of the brand. “PSCU’s people are lovable. A little quirky. Human. Their culture is already perfectly aligned to deliver an experience that redefines the category. We’ve brought this to life and provided the visual, verbal and experiential tools to make this the Canvas way” said Jenny Vandehey, Strategy Director at Monigle. Monigle chartered an exploration with PSCU to craft the holistic strategy of Canvas, harnessing the powerful culture within to create a refreshing consumer experience.

Monigle’s strategic approach and inside-out process led to a name and visual identity that is worthy of this groundbreaking culture. The name Canvas represents a strong foundation that enables members to chart their own individual path through life. The visual identity brings this path to life, moving forward through elements that combine in different ways dependent on the journey. The colors reflect the warm heart of the brand as well as the earthy tones of the Colorado landscape.

“We are extremely proud to partner with Public Service Credit Union, a brand that has rewritten the rules for what a financial experience can deliver,” said Justin Wartell, Monigle’s Managing Director. “Public Service Credit Union and Monigle are both born and bred Colorado companies; our kindred approach to thinking outside the box enabled us to create not just a brand that fully encompasses the customer journey, but also a powerful process within our diverse and inclusive teams. We were both all in and it shows.”

Today’s reveal invites members and the Colorado community to be a part of the Public Service Credit Union transformation leading up to its August launch. Transparent and inclusive, this journey will reveal more through the coming months as the journey continues.

For more about the reveal, visit www.becomingcanvas.com or watch the transformation unfold in this short video.