Two black women smiling and greeting someone in an office. One woman is shaking hands with a white man.

Pathwise Credit Union

Diamond Marketing Group, Pathwise Credit Union. 2019–2021

Pathwise Credit Union—previously Auto Workers Community Credit Union Financial (AWCCU Financial)—first opened its doors on April 2, 1938, primarily serving the financial needs of auto workers and their families in Oshawa and the surrounding Durham region. As the local community changed and grew, AWCCU Financial needed to update their name and branding to show that they were a great local option for anyone in the Durham region, and that they did not serve members of the automotive industry exclusively.

I began to work with Pathwise towards the end of the rebranding process, after the logo, colours, and fonts were chosen. I helped to establish the brand guidelines and conceptualized the designs of marketing assets across various mediums.

With a mission of "helping people find their path to financial success", their branding focuses on using photography that resonates with the diverse demographics of their members. The parts of the logo are used as a striking and memorable graphic element.

Various stationery documents such as letterheads, envelopes, and business cards. Two holiday cards with graphic illustrations against a bright red background. Pathwise's 2019 annual report, featuring the cover and a spread of their financial position. Print media, featuring a poster displaying their brand values and a brochure outlining their privacy policy. Three examples of Instagram content on an iPhone X. It features a story of an ad, a photo post, and another story with their branding. OOH (out of home) advertising, featuring a standing banner that displays their services, and a bus stop ad for a mortgage promotion. A billboard ad on a building. The ad is promoting their credit cards. The physical credit card is shown beside the digital version in Apple's Wallet app, on an iPhone X. Beside it is an iPad Pro displaying the website with the different credit cards they offer. The Pathwise Passport, a guidebook to welcome new employees. It features the cover, a spread of the table of contents, and a spread of the content. The ten stamps created for the Pathwise Passport. Each stamp contains a text slogan and a graphic that illustrates the slogan. A postcard that features a young mixed mother holding hands with a child, and the phrase 'everyone deserves a path to financial success'.