Client Overview

Fusion Credit Union is a member-driven financial institution committed to supporting local communities across Manitoba. As part of their brand refresh and upcoming commercial lending marketing initiatives, Fusion needed updated professional photography that reflected their people-first values, modern brand identity, and diverse member base.

The Challenge

Fusion was preparing for new marketing campaigns but lacked current, cohesive brand photography. Their existing image library was outdated, inconsistent in style, and missing specific shots needed for upcoming campaigns, including:

• Updated headshots for commercial lending team members

• Group photos for internal and public-facing use

• B-roll and lifestyle imagery capturing “real moments” inside the branch

• Visual assets that align with Fusion’s brand identity and messaging

With limited staff capacity and a tight half-day shooting window, they needed someone to organize, coordinate, and creatively direct the project from start to finish.

The Ridge Approach

Ridge Marketing & Strategy stepped in to manage the entire photoshoot process, ensuring the final assets were polished, on-brand, and campaign-ready.

1. Pre-Shoot Planning & Coordination

• Built a detailed shoot brief outlining shot lists, locations, timelines, and objectives.

• Coordinated logistics between Fusion staff and the contracted photographer/videographer.

• Created a clear day-of schedule including arrival, setup, headshots, group photos, and b-roll windows.

• Selected indoor and outdoor locations based on lighting, brand aesthetic, and storytelling needs.

• Provided wardrobe guidelines to ensure a cohesive, professional visual outcome.

2. Creative Direction On-Site

• Ensured consistent lighting, backgrounds, and composition for all headshots.

• Oversaw brand continuity, ensuring visuals aligned with Fusion’s values and upcoming campaigns.

3. Team Management

• Coordinated the flow of 8–10 staff through headshot rotations.

• Organized team and department groupings for clean, purposeful compositions.

• Supported staff with posing, styling adjustments, and confidence behind the camera.

4. Post-Shoot Deliverables Guidance

• Organized final deliverables for marketing, website updates, internal documents, and community campaigns.

The Results

In just 3.5 hours of shooting time, Fusion Credit Union received:

• Professional, modern headshots for their commercial lending team

• Multiple group photos for internal communications and public use

• A library of fresh b-roll showcasing real member interaction and branch atmosphere

• Consistent, cohesive brand imagery ready for web, print, social media, and future marketing campaigns
  

This coordinated photoshoot elevated Fusion’s visual identity and equipped their marketing team with hundreds of assets that will support campaigns for years to come. By streamlining the process, Ridge ensured the experience was efficient, stress-free, and fully aligned with Fusion’s brand.