CEO Mitchel Chilcott explains the new name would no longer exclude its branches outside the North Peace, like in Fort Nelson, and show its flexibility.
“We’re looking for the name to reflect the way we do business. North Peace right now doesn’t capture what sets us apart from other financial institutions,” he argues. “We know as resource-based communities there’s highs and lows; the future isn’t going to be what it is today. We’ve been here for a long time, we plan on being here for a long time, and we want a name that reflects that: Adaptiv.”
The name change is only one part of a brand “reimaging”, born from research that started a couple of years ago. Many of NPSCU’s members don’t actually live in the Peace Region, but retain the credit union as their primary financial institution.
“It kind of opened our eyes,” admits Chilcott. “We actually found out a third of our active membership hadn’t been in a branch in the previous 12 months. When we decided to go into a rebranding launch, we figured it would be more powerful and impactful in the longer duration with a name that reflected the type of organisation we are better.”
If approved, members will mostly notice surface changes in logos on stationary, cards, cheques, and signage. An information package is being sent out to members with their December statement, and they’ll be able to vote on the name change online with a unique log-in and password. Two-thirds approval is needed, but even without it, Chilcott says the credit union’s rebranding will continue under the North Peace name.