Red Canoe CU: Unique new branch look

Weber Marketing completed a 3-branch merchandising project for Red Canoe Credit Union in late July. Red Canoe’s main branch, in Federal Way, WA, is 5,000 square feet, and the other two branches in Longview, WA, are roughly 1,200 square feet.

Weber Marketing’s merchandising team selected images of nature, including mountains, lakes and ferns, illustrating Red Canoe’s passionate and progressive brand with a distinctively Pacific Northwest feel. Nature photographs are arranged in a wide brand feature that stretches all the way behind the tellers, along with evocative words like “journey” and “discover.”

“It tells a story of the spirit and essence of the Pacific Northwest,” says Sarah Van Arsdale-Cook, Weber Marketing’s Senior Graphic Designer behind the concept. “It’s unique because Red Canoe doesn’t use cliché photos of smiley, happy people. You don’t feel like you’re in a typical financial institution. It’s very specific to the area.”

Weber Marketing also replaced ads with nature photos underneath clear panels in Red Canoe’s kiosks. “No detail was missed,” says Van Arsdale-Cook.

Canoe paddles, both real and graphical, adorn the credit union’s branches, playing up on Red Canoe’s theme. “The paddles now have an iconic tie to the credit union,” says Amy Davis, VP Marketing at Red Canoe. “People look at them and immediately think, ‘That’s Red Canoe.’”

The new branch merchandising also ties to Red Canoe’s roots and previous name, Weyerhaeuser Employees Credit Union. The new brand celebrates what Weyerhaeuser is about — the timber industry, the outdoors and the Pacific Northwest — and brings it inside Red Canoe’s branches.

Despite the initial reaction and debate about the new name, Red Canoe’s members and staff are now extremely excited about the look of their branches. Weber Marketing is slated to install merchandising in two more Red Canoe branches in early to mid 2008.

To rebrand your financial institution or branch experience, contact Randy Schultz at 206-826-0322.