BCUPS to BC Unclaimed: Rebranding the BC Unclaimed Property Society
Problem
“British Columbia Unclaimed Property Society” is a mouthful. But calling it “The Society” was vague, and the acronym “BCUPS” sounds like a delivery company or a bra size, depending on how you say it.
Our approach
Listening labs
Peer research
Intercept studies
Brainstorming
Solution
BC Unclaimed is the new brand name adopted by the British Columbia Unclaimed Property Society
After extensive research, we recommended “BC Unclaimed”.
It’s short.
It follows a pattern established by many other organizations in BC (“BC Assessment”, “BC Ferries”, “BC Hydro”, etc.).
And it de-emphasizes the word “Property”, which most people associate with physical land assets. (BC Unclaimed deals only with money, not real estate or other physical property.)
“The new name was greeted with enthusiasm by our staff and board — and aligns with how many of the people we’ve returned money to refer to us!”
Sherry MacLennan
Executive Director, BC Unclaimed
Read next case study in this series on BC Unclaimed: