What's better than two great local banks?
Brand Workshop
Laying the groundwork
First, to ensure consistent messaging around the merger, we wrote high-level talking points for the leaders of both banks. We then began informing customers through press releases, ATM and in-branch messages, web banners, and more. During this time, we held a series of Stackpole-PPG Brand Workshops with associate of both banks to help define the unique character of the new organization. Based on their input, along with results from customer surveys and a competitive market analysis, we created the new name, logo, and visual identity along with a comprehensive messaging strategy.
OneLocal. Everyday Banking
The new brand reinforced the bank’s longstanding — and unchanging — focus on community. OneLocal remains proudly independent institution and strong supporter of local families, businesses, charities and causes. The descriptor “Everyday Banking” reflects a commitment to meet the specific needs of each customer, every day, with the very best technologies and services. Our process revealed that customers and bank associates typically see themselves as “everyday people,” and the tagline echoes this hard-working, unpretentious self-image.
Brand Guidelines
A Distinctive Brand Voice and Identity
We also created comprehensive brand guidelines to govern the design of all internal and external communications. The ad campaign used a striking graphic approach with brief copy to announce the merger and highlight the superb member service, enhanced resources, and expanded branch footprint. The result: strong brand differentiation, and a truly unique voice and identity in a highly competitive market.
