| Legacy Banks
2010 REBRAND 100 Winners > notable
Industry: Financial Services and Insurance
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting -
Legacy Banks, a community bank serving Western Massachusetts and Eastern New York for over 150 years, competes with large banks such as Bank of America and Citizens Bank, other regional banks, and credit unions.
Challenge -
Legacy Banks’ waning market share ranked fourth in their core market (Western Massachusetts) and was dead last in Eastern New York. Awareness was negligible and advertising recall was non-existent.
Strategy - “Pro-active, forward-thinking advisor.” Contemporary and professional, yet at the same time contemplative and personal, the visual identity conveys the progressive, yet practical New England character of Legacy Banks, underscored with a few words of sage advice: Bank smarter, live easier. It is supported by candid duotone images of important moments, with one person acting in a principal or advisory role.
Result -
The brand is now totally aligned behind one unified voice. Despite the recession and a great deal of negative consumer sentiment towards the financial service industry, Legacy Banks has posted significant gains. Deposits are up 11.9%. Loans are up 6.4%. Organic search traffic is up 198%. New monthly web visitors is up 47%.
Credits:
Client: Legacy Banks - www.legacy-banks.com
Brand Strategists/Designers: Smith & Jones - www.smithandjones.com
President & Chief Strategic Officer: Mark Shipley
EVP Image & Identity: Sara Tack
EVP Planning & Research: Patrick Reilly
Copywriter: Alan Beberwyck
Prodduction Manager: Lynn White
Media Buyer: Amanda Wheeler
Graphic Artist: Chris Havens
Web Platform: Newfangled Web Developers - www.newfangled.com
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