The rule they were rewriting
New immigrants to Canada were locked out of credit systems despite having earning power and financial need, as their credit histories don’t transfer from their home country. Without credit access, building stability becomes a significant challenge.
The rule we rewrote together
We helped Woveo formalize the community savings model – common among immigrant families – into a credit-building platform rooted in trust and opportunity. By rebranding MIQ Financial into Woveo, we created an identity that celebrates both origin and opportunity:
Crafted an inclusive name and identity
After evaluating over 120 potential names, “Woveo” emerged as a symbol of interconnectedness, reflecting the strength of community. A vibrant color palette honored global currencies and Canadian roots.
Developed a compelling value proposition
We positioned Woveo as the platform that helps new Canadians pool resources, build credit, and create better financial futures.
The impact
Woveo launched as a distinctive Challenger Brand, driving:
Empowering new Canadians
Provided immigrants with a trusted platform to build credit and access essential financial products, fostering stability and opportunity.
Raising awareness through recognition
Secured coverage in major outlets like the Financial Post, Globe and Mail, and CBC, amplifying Woveo’s mission across Canada.
Woveo is redefining financial systems, proving they can – and must – empower everyone, not just the privileged few.
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