Community banks confront market forces of increasing acquisitions and mergers. This situation makes it more complex and critical to stay relevant as a community-oriented brand that faces the tough competition of consolidated banks and credit unions. In addition to the accelerating shift of its marketing focus to digital channels, the Byron Bank had to break through with the clear and authentic voice of a 55-year-old institution that remains more crucial than ever in rural Midwest communities.
WHAT WE DID
Studio Pax lead a strategic rebranding effort and brand launch of the 50-year-old community bank and its wealth management arm. Key executive decision-makers were engaged and involved throughout the process as the workforce asked how the future of community banking would feel and look like to compete in the evolving landscape of financial institutions. What type of branding experiences will bank users embrace over time? What energizes employees around a strengthened sense of community purpose? How do we foster and reinforce community growth? From a business standpoint, reaching new customers and ensuring brand continuity with existing customers was a vital objective of the extensive rebranding.
Studio Pax created an entire brand ecosystem centered on reinforced values identified during the brand definition process. The rebranding addressed all foundational aspects of the Byron Bank brand: alignment with business strategy, development of critical messaging elements, brand elements and materials, master logo lockups and stationery system, a refreshed website, banking apps, merchandising templates, email signature, permanent and temporary signage for multiple branches. We created vital messaging for the brand rollout announcement in print and digital channels. To achieve brand consistency at scale, Studio Pax organized the delivery of an online digital asset manager for the Byron Bank to ensure all branding assets and materials are continuously organized, unified, and delivered across a complex network of channels, employees, and vendors.
“Before Studio Pax helped us with our rebranding–delivering our brand consisted in navigating through drives, servers and folders. Now we have the tools and process to focus on brand growth and ensure the bank has the foundation to produce another 50 years of growth in our community.“
Jennifer Baker, BYRON BANK Vice President of Finance
604 DAVIS STREET #5, EVANSTON, IL 60201 | (855) 604-2345