How do you leverage almost 100 years of success? Focus on what made you good, and make it great.
Facing stiff competition from major regional and national players, this longtime New Jersey community bank had to update its brand – carefully. Our research showed that customers wanted modern, full-service banking, but they also valued banking built on strong community ties. Seeking to preserve this balance, we simplified and redefined the brand name and identity, allowing the institution to shift from a strictly small-town bank to a super-regional player to reckon with. At the same time, we reenvisioned the banking experience by building a brand story, along with marketing tactics and touchpoints, around local connections and banking still built on individual needs.