Situation Overview

SpencerBANK and Southbridge Savings Bank agreed to merge based on their shared values and geographical footprint. The two banks wanted to better serve their customers by offering a more comprehensive product mix from a new identity.

Challenge

The challenge was twofold: 1) Reassure current customers that the reputation, trust and confidence that they have previously established with their bank will be maintained and strengthened, and 2) Promote a new brand identity that resonates with both the current customer base and staff as well as with potential customers.

Process

After conducting brand discovery exercises with both Banks, we developed potential names and personas that captured and conveyed the essence of the new brand’s mission. Cornerstone Bank was ultimately chosen.

The next step was to create an identity to support the new name, including a logo, tagline, branding style guide and positioning to ensure consistency of presentation.

Execution

To launch Cornerstone Bank, we developed a multichannel campaign that included a new website with improved UX as well as POP and merchandising, print, digital display, broadcast TV and radio, internet radio, outdoor and social media content. We also negotiated the media buys and placement for the entire launch campaign.

Summary

By being able to concept, create, execute and place all elements of the campaign, we ensured a seamless brand transition from SpencerBANK and Southbridge Savings Bank to Cornerstone Bank.