Financial
Dawson Creek, BC, Canada
As part of their strategic plan, North Peace Savings & Credit Union (NPSCU) wanted to place focus on expansion through growth in new markets. After significant research, they found that Dawson Creek was a perfect fit to expand services in the South Peace region. Since the credit union wanted the concept of this new location to extend well beyond design, they looked to NewGround—as an experiential design-build firm—as the partner of choice to build the new Dawson Creek branch around the member philosophy.
Entering a new community, NPSCU needed to make a bold statement that would quickly establish their presence in the marketplace and set the tone for extraordinary service. Together, NPSCU and NewGround developed a new branch concept that has been described as a Smart Service Centre. NewGround’s specialty is creating experiential branded environments. With one of its signature methodologies, NewGround designed the facility with NPSCU—from a function and marketing standpoint—using what is called the Member Journey. The foundation of the journey is built around the premise that there are five activity zones that must be addressed in order to maximize the experience and marketing messages a person receives through their interaction with a facility.
Exterior
The Smart Service Centre sits prominently on a standalone pad shared with Starbucks, with a strong, modern and progressive exterior image. The exterior showcases large windows that face directly to oncoming traffic for the Starbucks drive-thru to send marketing campaign information directly to these users. NPSCU’s logo is strategically placed on three sides of the building, making it visible from the street, the mall development and clearly identifying the entrance. Additionally, the lobby of was purposely situated so that it is directly observable to the members’ drive up to the Centre, as well as creating an opportunity to garner the attention of Starbucks foot traffic as they pass the Centre. The design allows a connection of the dynamic interior to the exterior.
Interior
To encompass the transition of the outside world to the branded environments of the branch, the interior of the Centre encompasses the credit union’s brand experience with a bold colour palette that envelops members in the brand from the moment they walk in the door. Additionally, furniture was specifically selected to further their brand message—colourful, comfortable, and modern, with an exciting edge to it.
NPSCU’s Mission is “Helping Our Members Succeed in Life”. One of the main focal points in the lobby is the hearth, or fireplace, which is used to architecturally capture this statement. Traditionally, a hearth has been considered a symbol of warmth, comfort, and shelter—home. A comfortable home embodies success. The Centre’s hearth addresses this symbolism but in an exciting, modern way. The hearth also provides the opportunity to support a large screen monitor that broadcasts the credit union’s marketing message with the waiting area of the lobby, and it is visible from the exterior.
Award Recognition
The NPSCU Dawson Creek Smart Service Center recently received recognition for the Achievement in Marketing (AIM) branch design award from the Marketing Association of Credit Unions (MACU). This coveted award is given to credit unions across Canada that are acknowledged for their outstanding marketing achievements through the Achievement in Marketing Excellence.
From dynamic branded colours, to the inviting appeal of the exterior design and digital signage, NPSCU members embark on a journey from the moment they see the credit union.
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