BRANDING SYSTEMS: MORE ABOUT MY APPROACH

Citizen’s Bank–Midwest requested a cohesive collateral system. Awesome! Like many other small businesses, they didn’t know what they wanted beyond that. It was ambiguity at it’s best!

So I dove in. What were their customers saying about working with them? What was their mission? What made their hearts sing? What was it that made them stand out from their competitors? I discovered they had tremendous pride for their city and all the people in it. They were all about authentically showing up and serving their community.

To echo those sentiments, and to give the bank a look that would stand apart from its competitors, I brought in elements inspired by the city’s surroundings. Lakes, streams, and natural vegetation served as inspiration for calm, earthy colors and textures. Imagery of happy families and people, coupled with a polaroid-esque treatment, gave a sense that life is comprised of moments with those you love most. A happy, confident feeling you can have when you know your finances are on good footing.

The new brand feel was loved by leadership and all their employees, and soon the textures, tones, colors and sentiment were fluidly implemented across many touch points.