Saint Lucia Civil Service Cooperative Credit Union (SLCCSU) an influential and respected financial institution, known for its community roots and patriotism, needed to rebrand in order to keep up with the emerging market. Accela was contracted to undertake their rebranding.
Accela’s approach to the Brand Metamorphosis challenge started with the same method we use for all client marketing challenges. We must start with EVIDENCE. Thus, began an almost three (3) month-long research to investigate the truth about the Civil Service Brand. Members were invited to be part of extensive Focus Groups. The Executive and Management Board Members and Staff were also involved in intensive Focus Groups. Patterns began to emerge with regard to the brand’s current status. Accela organized a full-day Branding Retreat with the client and took them through intensive Brand Personality exercises inspired by the Carl Jung archetypes. From it emerged, the Hero! We also took the staff through Brand Embodyment Exercises to help them truly internalize the new brand values. Of People Power, Visionary Leadership and Technology.
The St. Lucia Civil Service Co-operative Credit Union became: Jannou Credit Union. Jannou is the Kwéyòl expression for “Our dear and trusted friend” and pays tribute to the authentic and indigenous Saint Lucian origins of the Credit Union, for the people by the people, always a partner and a community member, working side by side for the success of its fellow citizens. We delivered a fully fleshed out Brand Manifesto.