Brand Story

Changing the face of a credit union

Regional Victorian credit union, GMCU’s recent brand transformation has heralded a new era for the mutual, enhancing its relevance among vital younger audiences with their financial future ahead of them.

Kinc worked closely with GMCU’s first female CEO, Melissa Ralph and her team to create a brand solution that was in strong alignment with the mutual’s business strategy. Starting with a comprehensive discovery process, we uncovered new truths and opportunities that would revolutionise how the brand connects, engages and grows.

“This rebrand has absolutely landed as a success story and changed the face of our organisation. Its high impact stuff that we can own, and we are thrilled with where it landed. For us, the brand refresh is the gift that keeps on giving,” 

— Melissa Ralph, GMCU CEO

Brand Discovery

We conducted in-depth market to gain insight into brand equity, customer experience and community value, among members, communities and internal teams. Through focus groups and surveys, new understandings came to light that challenged old ways of thinking, and gave way to new opportunities for the business and its brand.

Brand Discovery was really useful in moving us beyond quantitative data to really qualitative feedback. It gave us a real depth of understanding that we wouldn’t be able to achieve any other way. It helped us to move forward in a number of ways, with tangible feedback that we can really connect to and resonate with. And the confidence that our members and community want to be part of that journey.” 
Melissa Ralph GMCU CEO 

Brand Strategy

Buoyed by these findings, we leaned into the audience’s value of community, service and integrity to establish GMCU’s brand strategy. We developed a clearly defined brand proposition, centred around the key idea of banking with purpose. Unlike traditional banks, GMCU reinvests all of its profit into better servicing members and improving its communities to create new possibilities for all locals.   

Brand Creation

In support of GMCU’s new purpose-driven positioning, we created a vibrant, contemporary and personable visual identity, complete with vivid colours, emotive imagery and messaging. The new brandmark and tagline perfectly captures the value of community, making a difference and putting members first. Inspired by the idea of unity and diversity, the brandmark is encapsulated in a circle – a symbol of protection, wholeness and progression. The cultural diversity of the region is reflected in candid photography and embraces its fresh and positive outlook.    

 

VIEW PROJECT

Brand Discovery

We conducted in-depth market to gain insight into brand equity, customer experience and community value, among members, communities and internal teams. Through focus groups and surveys, new understandings came to light that challenged old ways of thinking, and gave way to new opportunities for the business and its brand.

Brand Discovery was really useful in moving us beyond quantitative data to really qualitative feedback. It gave us a real depth of understanding that we wouldn’t be able to achieve any other way. It helped us to move forward in a number of ways, with tangible feedback that we can really connect to and resonate with. And the confidence that our members and community want to be part of that journey.” 
Melissa Ralph GMCU CEO 

Brand Strategy

Buoyed by these findings, we leaned into the audience’s value of community, service and integrity to establish GMCU’s brand strategy. We developed a clearly defined brand proposition, centred around the key idea of banking with purpose. Unlike traditional banks, GMCU reinvests all of its profit into better servicing members and improving its communities to create new possibilities for all locals.   

Brand Creation

In support of GMCU’s new purpose-driven positioning, we created a vibrant, contemporary and personable visual identity, complete with vivid colours, emotive imagery and messaging. The new brandmark and tagline perfectly captures the value of community, making a difference and putting members first. Inspired by the idea of unity and diversity, the brandmark is encapsulated in a circle – a symbol of protection, wholeness and progression. The cultural diversity of the region is reflected in candid photography and embraces its fresh and positive outlook.    

 

VIEW PROJECT

“This rebrand has absolutely landed as a success story and changed the face of our organisation. Its high impact stuff that we can own, and we are thrilled with where it landed. For us, the brand refresh is the gift that keeps on giving,” 

— Melissa Ralph, GMCU CEO