New Haven Bank
The bank felt strongly that their current name, Start Community Bank, didn’t accurately represent their identity and dedication to the New Haven community. In light of this, after a number of options were presented, the bank chose a name that directly reflected their strategic direction… New Haven Bank. Since the name had the sound of a larger regional bank, they wanted to address any concerns of being acquired. A proactive approach was taken to mitigate this misconception. During the months prior to the brand launch, the bank sent out print pieces to customers in their mailed statements and posted in-branch signage to raise awareness that they would be changing to a new name, new look, and a new website, but the thing that would remain the same was their unwavering commitment to the community. Landing pages were designed to address potential customer questions and concerns.