First West Credit Union, under their divisional brands, has long been a staple in communities across British Columbia. Although First West had long offered wealth management service, they felt that there was a lack of product awareness and understanding among their member base and communities. They decided it was time for a brand refresh that communicated the excellence of their product and the personal touch they could provide their members.
Eclipse360 got to work and produced a new branded campaign that aimed at connecting with new and existing members in a uniquely “First West” way. The campaign and messaging reflected individual divisional brands but had the central theme of leveraging what we called, “the benefit of the benefit”. This focused on highlighting the not the benefit of financial planning or wealth management but rather the impact on the consumer/member.