Principals launches Catalyst, Money for the thinkers
Brand consultancy Principals has unveiled a new credit union brand, Catalyst Mutual. It was launched today with new website and collateral that celebrates university life – and those who choose to work in universities.
Previously known as Unicom Credit Union, Catalyst focuses on the university community and is based in the University of NSW. Despite winning Money Magazine’s prestigious Credit Union of the Year Award, Unicom was struggling to get noticed and attract new customers.
Tess Shaw, Strategy Director at Principals, said “The challenges were significant. Unicom was competing in a highly competitive market, but one in which audiences don’t really understand credit unions and mutual banking as a category. And the previous name and identity made it appear more like a local telecommunications provider.”
Mike Halloran, CEO of Community Alliance Credit Union, the parent body of Catalyst Mutual said: “Principals helped us to position Catalyst as a savvy alternative to the larger institutions who appear exclusively commercially focused. Our brand shares some common themes with those that work in universities, recognising the inherent value of ideas, creativity and learning.”
“Our new name and identity support this new positioning and they celebrate those who think differently and consider alternatives that don’t always fit the mould,” Halloran added. “We’re delighted with the work.”
Ends.
For further information contact:
Tom Brigstocke
Managing Director
Principals
T: 0418 447 094
E: tom@principals.com.au
About Principals
Principals is a brand strategy and identity company with offices in Sydney and Melbourne. Principals helps clients build authentic, stand-out identities, digging deep to articulate their true personality and bringing it to life in their visual identity, language, behaviour and communication.
Principals’ services include: brand strategy, brand architecture, brand identity, digital brand strategy and design, brand language, brand messaging, brand communications, internal branding, brand guardianship and brand management.
Principals’ work includes rebranding NAB and Blake Dawson and the launch of the Greater Western Sydney Giants. Other current clients include MLC, Subaru, Sucrogen, Peoplecare, Weight Watchers, The Trust Company, NRMA Motoring & Services, IAG, The Tax Institute, CHEP (Brambles), Australian National University and Sydney Symphony Orchestra.
Press Release - Principals - 7th October 2011
