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Public Service Credit Union Undergoes Brand Transformation

It will become Canvas Credit Union by late August and has naming rights to Colorado State University's stadium


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In a major rebranding effort, Public Service Credit Union announced a new name and logo for its organization, set to go into effect by late August. The name, Canvas Credit Union marks the organization's commitment to helping people throughout their lives and financial journeys. For the community, this is about disrupting how people experience consumer and business banking and financial services. 

"We see each of our members' futures as a blank canvas, a unique possibility waiting to be painted," says Todd Marksberry, CEO and president of the credit union. "The brand and name bring to life the work we've been doing for over 80 years and today, we invite even more Coloradans to create their own unique and bright future with us."

Through Canvas, the organization is making something that's known to be cold, scripted and unapproachable, into an experience that is welcoming, informed and valuable. 

Since 1938, PSCU has been entrenched in the Colorado community. With 28 branches in Denver, Aurora, Littleton and across the Front Range, it is rooted in many communities and neighborhoods that it calls home.

The refreshed branding process kicked off nearly 18 months ago when PSCU partnered with Monigle, a Colorado-based brand experience agency to develop the strategy foundation, brand architecture, visual and verbal identity and experience strategy. PSCU knew it had to evolve to better tell its story, and through research, validated that the community, members and employees research, validated that the community, members and employees were open and exited to move away from the existing brand identity. 

The new logo was crafted to reflect how PSCU helps members create the lives they picture, and arrow-style shapes not only help guide people on their journey, but form the Canvas name. 

The name and logo are only part of the transformation, however. Canvas' purpose is "helping you afford life," and to deliver on this, PSCU is conducting innovation sessions and experience workshops with its frontline employees as well as cross functionally in the organization to identify how the new brand will impact the processes and experiences across everything including auto loans, ATMs, mortgages and career journeys.

 In June, PSCU amplified its presence in Fort Collins through a partnership with Colorado State University as its official credit union partner, an effort to ensure students, alumni, faculty and neighbors feel empowered, confident and supported. Through the partnership, CSU's multipurpose stadium will now be called Canvas Stadium. On June 15 at 3 p.m. all are welcome to join Canvas and CSU on the New Belgium Porch at Canvas Stadium to celebrate the new name and partnership.

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ColoradoBiz staff

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