An historic community bank was on the move, expanding beyond its local market for the first time in its 150 year history. A new branch—with a bold new architectural approach to the retail banking environment—in a whole new market occasioned the opportunity to revisit its identity and positioning. Meanwhile competing banks had recently been merged and acquired providing an opportunity the disenfranchised.

 

• Create a bold new identity that bridged the old and the new


• Create a positioning that reflected the bank’s heritage and profile


• Create an integrated marketing communications strategy and campaign

Customers and prospects in our target market the past 10 years have endured constant change as banks have been acquired, merged, and renamed. Plenty of banks they’ve never heard of were suddenly popping up claiming to be “your hometown bank”.
 
Most people in their hearts don’t feel like the big banks and mega banks are “their kind of bank”.
 
We embarked on a campaign to tell our customers and prospects that we are the right bank for them because we’re your kind of people, we’re your kind of bank.