Case Study: Crafting a Purpose-Driven Brand

Headquartered in Ontario, Canada, the $800 million Mennonite Savings and Credit Union was founded with a radical vision to see mutual aid and community impact put into practice.

But by 2015, MSCU was concerned for its future. The rate of growth in assets and membership was declining at a pace that, left unchecked, would reach negative growth within the next decade.

Two years later, the credit union was recording 200% new member growth, and the highest growth in loans, deposits and mutual funds in their history.

Find out their path to crafting a purpose-driven brand that reflects their heritage while building a strong future.