{"id":2162,"date":"2022-12-19T15:43:55","date_gmt":"2022-12-19T19:43:55","guid":{"rendered":"https:\/\/yorkandchapel.com\/cn\/?p=2162"},"modified":"2023-03-29T18:05:02","modified_gmt":"2023-03-29T22:05:02","slug":"elevating-the-blueshore-financial-brand","status":"publish","type":"post","link":"https:\/\/yorkandchapel.com\/cn\/blog\/elevating-the-blueshore-financial-brand\/","title":{"rendered":"Elevating the BlueShore Financial Brand"},"content":{"rendered":"

The Client<\/b><\/h3>\n

BlueShore Financial is a beloved local credit union that was founded over 80 years ago on Vancouver\u2019s North Shore, in British Columbia. Originally known as North Shore Community Credit Union, it was chartered to serve blue-collar workers in the midst of World War 2. Rebranded in 2013 as BlueShore Financial, the credit union now provides personalized financial planning, everyday banking, wealth management, investments, mortgage, and insurance solutions to an increasingly affluent client base on the North Shore, Sea to Sky, and Vancouver areas. BlueShore invented the term Financial Wellness<\/span>\u00ae<\/span> and architected the first-of-its-kind Financial Spa<\/span>\u00ae<\/span>, demonstrating an elevated, forward-looking, holistic approach to financial services.<\/span><\/p>\n

In 2021, BlueShore felt that its primarily outdoor visual brand was no longer reflecting the lifestyle of the diverse community that it serves today and the visual brand needed to evolve to better reflect the aspirational premium brand.\u00a0\u00a0<\/span><\/p>\n

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The Brief<\/b><\/h3>\n

As an agency that embraces the West Coast lifestyle in Vancouver, York & Chapel\u2019s approach resonated with the team at BlueShore and they tasked us to work with them on refreshing their brand. BlueShore wanted us to elevate its brand to resonate with the growing and diverse, affluent demographic in their trade areas.\u00a0<\/span><\/p>\n

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The refreshed visual brand and messaging needed to:\u00a0<\/span><\/p>\n

    \n
  • Articulate BlueShore\u2019s full range of financial services<\/span><\/li>\n
  • Emphasize that BlueShore\u2019s offering is personalized for each client with a team of expert advisors<\/span><\/li>\n
  • Evolve their visual brand to incorporate West Coast living beyond the outdoors<\/span><\/li>\n
  • Reflect the community\u2019s respect for tradition, diversity, nature, and overall well-being including financial wellness<\/span><\/li>\n<\/ul>\n

     <\/p>\n

    It also had to show that BlueShore understood the goals, aspirations, diversity, and interests of the community.<\/span><\/p>\n

    While working on the brief, we challenged ourselves to create a new look and feel that would be ownable and unexpected, uniquely BlueShore.<\/span><\/p>\n

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    The Research<\/b><\/h3>\n

    Through interviews and research (including secret branch visits), we discovered that BlueShore\u2019s approach to building personal relationships and understanding what truly matters to each of its clients is the heart of its brand.<\/span><\/p>\n

    We learned that BlueShore aims to help its clients achieve their life goals through holistic Financial Wellness. They see financial services as a tool for their clients to live happier, more fulfilling lives. We also saw BlueShore\u2019s roots in the West Coast as a unique opportunity to differentiate itself from other financial institutions.\u00a0\u00a0<\/span><\/p>\n

    We knew this insight was key to unlocking the full creative potential of this brief.<\/span><\/p>\n

     <\/p>\n

    The Concept<\/b><\/h3>\n

    BlueShore\u2019s highly personalized approach helps its clients achieve what is most important to them. However, wealth means something different to everyone.<\/span><\/p>\n

    As part of the creative development of this campaign, we posed a question:<\/span><\/p>\n

     <\/p>\n

    What\u2019s Your Wealthy?<\/b><\/h3>\n

    But we framed this question in terms beyond material wealth. BlueShore\u2019s financial services aren\u2019t an end to themselves\u2014instead, they give its clients the financial freedom to focus on what\u2019s important to them, which could be their family, their love of music and dance, or enjoying their retirement years in their dream home.\u00a0<\/span><\/p>\n

    We felt that this expression of the idea was relevant to the target audience, was true to the BlueShore Financial brand, and could lend itself to dynamic, eye-catching creative executions.<\/span><\/p>\n

    Here\u2019s a look at our first exploration of the concept:<\/span><\/p>\n

    \"\"<\/b><\/h3>\n

    The Execution<\/b><\/h3>\n

    Imagine living out your life\u2019s passions in a setting that is familiar, yet dream-like and surreal.\u00a0<\/span><\/p>\n

    We created aspirational scenes of people enjoying the life that \u2018wealthy\u2019 means to them and juxtaposed them in recognizable local settings.\u00a0<\/span><\/p>\n

    The West Coast settings represent BlueShore\u2019s local roots and serves as a metaphor for BlueShore in the background supporting the individuals in the ads who are fulfilling their aspirations.\u00a0<\/span><\/p>\n

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    The Final Creative<\/b><\/h3>\n

    The first campaign was rolled out across all local media in May 2022, appearing in several print magazines, OOH displays, online display ads, TV, and radio. A second campaign with additional scenes was rolled out in October. Here\u2019s a look at some of the final creative.\u00a0<\/span><\/p>\n

     <\/p>\n

    Transit Shelter Ads<\/b><\/h3>\n

    First Campaign<\/span><\/p>\n

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    Second Campaign<\/span><\/p>\n

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    TV Commercial<\/b><\/h3>\n