Rebrand & 
Website Launch

New Haven, CT, needed a bank to meet the needs of the city's small businesses and community development agencies. In 2010, they launched Start Community Bank, Connecticut's first and only Community Development Financial Institution (CDFI). Years later, the bank's management team felt the name no longer represented the bank's identity and core mission — and as a CDFI, they had a responsibility to ensure it did. We helped develop a new name, new brand identity and relaunch campaign.

Armed with fresh insights from our discovery sessions with the bank, our creative team explored directions designed to highlight connection to New Haven. Our clients made a smart, straightforward choice: New Haven Bank. Once we finalized the logo design, website and other branding elements, we worked alongside our clients to ensure a smooth rollout and avoid confusion in the marketplace.

New Haven Bank employees, board members and customers all readily accepted the new logo, brand look, tone and feel. The icing on the cake? The bank saw a significant spike in awareness and traffic both to the website and local branches throughout the relaunch period.