How to celebrate the new without losing the familiar.
An established California bank wanted to grow.
But not at the expense of current customers. Some of whom had been with the bank for decades. So a new look needed to capture the truth that when your bank lives where you live, you get a better kind of bank. But also nod to a bigger, brighter future. Tackling head-on the idea that local meant small, insular and old-fashioned.
The answer was all around them.
In the inspiring colors and gradients of the central coast’s sunrises, sunsets and ocean cascades. But also in the bank’s customers themselves, and their recognizable, relatable stories. So the finished campaign reflected and celebrated both.
A multi layered story inspired a multi-layered identity.
Each reversed logo would contain one part of the story. Highlighting existing bonds and local landmarks. While the flexible color palette was adaptable enough to work in all marketing material, from POS to digital. Equally important, the smart design was complemented by smart media buying (but that’s a story for another case study).
Behind every great community is a great bank. We were happy to make sure that behind this great bank was a worthy identity.