Larger bank acquisitions were occurring left and right in Peoples Bank's marketplace. In turn, there was a decline in the amount of community banks. Peoples Bank took this opportunity to refresh and reinforce its brand.
The Peoples Bank new brand evoked a stronger emotional appeal to customers through the use of photography as well as single, aspirational words (such as "relax" or "imagine"). This solidified the brand message they wanted to convey to the community - that the customers and their goals come first.