Darby Bank
2008 REBRAND 100 Winners > notable
Industry: Financial Services - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Darby Bank & Trust CO. began its operations on May 28,1927 as J.F. Darby Bank. The bank serves several Georgia counties and offers a full range of personal and business banking services. Challenge - Established in a small town, Darby Bank soon found itself in competition with larger banks. This rapid growth meant customers were unaware of the true services and capabilities of Darby Bank. As the bank expanded, employees felt disconnected and management was unsure how to mentally bring Darby Bank together and communicate its excellence. Strategy - Branding sessions uncovered the one common thread among uncommon voices – their core values. These words every employee learned by, lived by and communicated to customers: Integrity, Commitment, Excellence, Teamwork, Energy and Ability. From these initials (ICETEA) came the tea leaf mark, theme and brand. The ice tea and tea leaf embodied not only the core values, but hospitality, the desire to invigorate and the willingness to help others. Result - The new brand identity sets Darby Bank apart with a refreshing and natural look. The tea leaf and ice tea theme stem from the organization’s core passions and drive to succeed, creating a consistent message for the employees. Customers have been awakened. Credits: Client: Darby Bank - www.darbybank.com Brand Strategist/Designer: Kidd Group - www.kidd.com Creative Directors: Jerry Kidd, Patricia Rodriguez Designers: Eric Shepard, Mary Liz Moody [back] |
