Bold, Breakthrough Brand

Creating brand velocity with a distinctive new name

When Weyerhaeuser Employees Credit Union was told to change its name, Weber Marketing saw a golden opportunity. Rather than pick a safe, “me-too” name doomed to obscurity, the credit union decided to standout from the crowd with one of the most unique names in the financial industry.

The final name, Red Canoe, combines a progressive, distinctive Northwest style that reflects the credit union’s unparalleled passion for serving members.

Initial reactions varied at first, but it wasn’t long before members, the community, staff and the entire credit union industry united in their enthusiasm for the change. Red Canoe swept the medals in its asset category at the Washington State Credit Union League’s annual awards. The Davey Awards also honored the work with a Silver Award for branding from an incredible pool of over 4,000 entries from the best small firms in the world.