In January 2021, Vision Credit Union’s board began officially investigating a merger with Pincher Creek Credit Union (PCCU) under Vision’s banner. Pincher Creek was Vision’s first foray into southern Alberta. Our job was to build brand equity in a completely new region while walking members from introduction to conversion in a matter of months. It would require a full court press. The multi-stage, integrated marketing campaign started with eye-catching pinwheel images (a nod to the thriving wind energy industry in Pincher Creek) and evolved to images and stories of local credit union members.