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North Shore Credit Union rebrands
North Shore Credit Union may have outgrown its name, but it won’t forget its roots.
The financial institution first opened its doors in 1941 at Third Street and Lonsdale Avenue — a stone’s throw away from the bustling shipyards, whose workers served as the credit union’s first clients.
In more recent years, North Shore Credit Union, recognizing that its client base has become more diverse, has evolved with the community. Wealth management services were brought on board to help navigate clients through major financial decisions such as new home purchases and retirement planning.
The name change to BlueShore Financial was an integral part of the rebranding process. In using the “North Shore” namesake the credit union found it created confusion for clients outside of the community.
BlueShore Financial has locations stretching from Whistler to West Broadway in Vancouver. In fact, 70 per cent of BlueShore’s business comes from outside the North Shore.
“We have been on a decade-long plan to build our brand,” said BlueShore Financial chief executive officer Chris Catliff. “Our name [change] has been the final bow on the present. It just made sense to tweak our name to match our actual market.”
The BlueShore brand still embodies the North Shore lifestyle and the mountains and ocean that surround it. Meanwhile, the company’s new tagline — “Be richly valued” — was designed to inspire both the employees and clients of BlueShore Financial.
And many BlueShore branches have been transformed into “financial spas” featuring art glass walls, teller pods and a concierge offering hot towels and cappuccinos.
“If you think about the typical bank with columns and tellers that are blocked off, it shows the bank is imposing and how safe it is,” said Catliff of BlueShore creating a comfortable setting for clients to discuss their financial affairs.
While the company grows as a regional player on the financial scene, BlueShore is also expanding its North Vancouver operations. Ten months from now the credit union’s new headquarters will open at the corner of 13th Street and Lonsdale Avenue.
“We have been slowly moving up Lonsdale for the last 72 years,” said Catliff.
And within the year, a brand new building in Edgemont Village will house the North Shore’s next BlueShore Financial branch.
Monday marked the official launch of the BlueShore brand. For more information visit blueshorefinancial.com.