FirstOntario Credit Union

PLAY's rebranding of FirstOntario Credit Union increased assets under management by more than $200 million and profits by $4 million. The rebranding was based on the notion that, 'unlike banks where customers are just customers, at FirstOntario, members are owners, so it's not about us, it's about you.' Play helped FirstOntario align products and services so that the brand experience lived up to the brand promise.