Empowering consumers to manage their finances, their way.
Meridian Credit Union was aiming for national reach with their new digital banking entity. However, with well-known players already dominating Canadian digital banking – such as Tangerine – standing out would prove to be a challenge.
They came to us expecting a name and a logo, but soon we agreed that in order to make a meaningful impression, we’d need to define what this new bank would challenge in the marketplace.
Despite the explosion in digital bank brands, young people didn’t feel seen or understood by their bank.
So, we started by asking their Millennial target what they needed out of a digital bank. We learned that despite the explosion in digital bank brands, young people didn’t feel seen or understood by their bank. Today’s youth is more cash-strapped than any previous generation, so derivative solutions designed for their wealthier parents simply can’t address their financial needs.
With this insight, we zeroed in on the challenge the brand would tackle: let’s do away with traditional banking and start a new movement, where you have a say in what your bank can offer.
This new bank works more like a collective, viewing customers not as clients, but as members. They’d be constantly engaged and asked for input. We developed the name motusbank (motus is Latin for “movement”) and created a fresh identity and collaborative voice to establish motus as your ultimate financial partner.