Island savings credit union: evolving from the neighbourhood experts to a sophisticated banking institution.

Growing past its original offering and culture as the neighbourhood experts, Island Savings Credit Union’s strategic plan was to grow its market share and reinvent how it positioned its banking products.

Being inspired by the natural shapes and lines found on the Island, typography became a pivotal element for the mark and the brand experience. The ISCU mark stands for community, fuller and customer-centric experiences, and a sense of place (Island). From being the ‘neighbourhood experts’ to becoming ‘Island Smart’.

A graphic series of sand dollar icons were developed and became integral to the ISCU visual identity system. Each icon represents one of the four financial service offerings provided by the institution.

 

 

The new brand platform was fully realized and expressed through the credit union branches themselves. A comprehensive external and interior signage program was developed for the financial institution.

Acknowledgements: Ratio Architecture Interior Design & Planning; Triad Sign; Michael Heuser - Photo Credit

Solution
  • Brand Guidelines
  • Brand Strategy
  • Environmental and Signage Program
  • Graphic Systems
  • Visual Identity Program
Synopsis

Growing past its original offering and culture as the neighbourhood experts, Island Savings Credit Union’s strategic plan was to grow its market share and reinvent how it positioned its banking products. Boyle was was contacted to lead the creative, and develop a new brand platform.

Characteristics of a specifically selected font were articulated as relevant to the institution. The promise of  fuller relationships and an exceptional experience were inferred by taking the two words in the institution’s name, and merging them to a single expression; the overall visual shape of the mark also suggested ‘the island’. Inspired by the sun and the sand dollar – four graphic icons were additionally developed to represent the credit union’s four core areas of business. In 2014, ISCU won the Business Excellence Award – this was presented by the Business Examiner.

Testimonial

Dennis Boyle is an exquisite designer and highly innovative thinker. He has a flair for innovative and brilliant designs that truly reflect the needs and desires of the intended audience. He is meticulous and thoughtful and truly sees design from every angle and possibility. I have worked with Dennis on Island Savings Credit Union for their brand transformation, Pacific Arbour Retirement Communities (PARC) for their brand relaunch, and the brand launch for Lifetime Daily. I would highly recommend Dennis for creative brand strategy and execution.

Louisa Flinn, VP Sales & Marketing
PARC Retirement Living