Objective With over 10 years of credit union marketing expertise, Mindshape completed an extensive brand application audit that was then fed into the brand design process. The result was a perfect balance between mandatory inclusions (Hands and Globe) and a contemporary identity that speaks to the progressive movement of the Canadian credit union system. Solution With over 10 years of credit union marketing expertise, Mindshape completed an extensive brand application audit that was then fed into the brand design process. The result was a perfect balance between mandatory inclusions (Hands and Globe) and a contemporary identity that speaks to the progressive movement of the Canadian credit union system.