Discovering the Brand Identity that Helped Two Banks Bond.
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Magazine Campaign |
When Ridgefield Bank merged with Fairfield County Bank in 2004, it created a $1 billion regional financial company, but the banks choose to keep their individual names in their respective markets. That created the need to communicate that the two banks were each part of one overall entity. And for that, management turned to Brandloft to understand the underlying equities the two brands shared and formulate a campaign to bond them together.
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New Identity |
Brandloft performed a thorough strategic analysis of the situation, interviewing key stakeholders within and outside the bank, analyzing the marketplace, the target customers and the competition. Ultimately, Brandloft developed a positioning statement based upon the concepts of community, personalization and familiarity.
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Identity Guidelines |
The new identity and marketing campaign recognizes that the combined entity is able to produce customized financial solutions across the spectrum for individuals and businesses.
A new, common corporate identity, logo and brand architecture marries a contemporary ‘gazebo’ graphic with a traditional typeface used for the Bank’s operating names.
The gazebo represents the bank’s sense of community – and its place at the intersection of a town’s business and personal lives.
The new tagline accompanying the logo – Building your visions. Shaping our community – invites customers to realize their own personal vision, while emphasizing the deep commitment the bank has to its communities.
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