Request for Proposal:
Strategic Brand Revitalization

Northern Credit Union is dedicated to making a meaningful difference in the lives of its members, neighbours, and communities. The journey began in 1957 with the founding of Northern Credit Union, and in 2025, Copperfin Credit Union, with its strong roots in Kenora and Thunder Bay, joined in a shared vision of member-driven financial services. Today, Northern proudly serves over 88,449 members across 29 branches from the Manitoba border to the Quebec border, continuing to build on our legacy of growth, collaboration, and commitment to our members.

Northern Credit Union offers a wide range of financial solutions, from personal and business banking to financial planning expertise, all designed with one goal in mind, to help our members achieve their financial goals. With deep local knowledge and a personalized, member-centric approach, Northern is here to provide the tools and support needed to move members financial lives forward. 

Northern’s core purpose is "making a difference in people's lives" which reflects the unwavering commitment to supporting our members and communities. Whether through expert advice, tailored financial solutions, or community initiatives, Northern aims to create lasting value and empower our members to succeed.

As we start this new chapter together and work on bringing our two organizations together, we are seeking proposals from qualified marketing agencies to support in the development of a strategic brand revitalization. As we undergo a significant transformation, we are seeking an agency to assess, review, and present a forward-looking vision for our brand, one that guarantees growth, innovation, and long-term sustainability.

We are looking for a marketing agency that can provide us with a comprehensive approach using data to develop a brand identity that reflects our refreshed values, mission, and strategy. We are seeking a partner that can help us understand our compelling brand story and differentiate our brand from competitors. In order to align with the technical merger process and effectively leverage our member insights program, we must integrate these timelines into our process. This will involve simultaneously leveraging the data from our insights program to define our ideal members clearly—understanding their needs, preferences, and aspirations—as we shape our brand around them. This approach will allow us to create a robust and sustainable brand for our credit union, setting the stage for long-term success.