First West Credit Union has named a new creative partner, tapping 123w to help guide an evolution of its brand and visual identity following a review process.

First West, which is one of Canada’s largest credit unions, was formed in 2010 with the merger of Envision Financial and Valley First Credit Union, both of which still exist as brands under the First West banner alongside Island Savings and Enderby & District Financial. Collectively, the credit union operates 45 branches, holding $17,4 billion in total assets and assets under administration, with more than 250,000 members.

Leveraging the longstanding history of some of its divisions that dates back to 1946, the credit union is looking to launch a fresh visual identity supported by marketing campaigns, and has mandated the agency to help execute on that strategy. It selected 123w “not only for their balance of brand, design and advertising expertise, but also their overarching cultural fit with our cooperative,” says Ron Cann, the credit union’s VP of marketing and communications.

“They have a track record of driving success in the markets First West serves, and in the time we’ve spent with them so far, it’s crystal clear they’re a true extension of our team,” he says.

“It’s the kind of challenge we love – combining all our agency’s strengths to make something powerful and holistic,” adds Bryan Collins, 123w founder and ECD.

The agency’s strategic and creative work with the client has already begun, with the first campaigns for the brand expected to launch in 2024.

Other business wins for 123w this year include the joint BC Dairy and Alberta Milk account, as well as bubble tea chain Chatime.