Branding with Emotion

Brand Refresh

During a time when many acquisitions were occurring in their market, resulting in a reduction in the number of community banks, Peoples Bank capitalized on an opportunity to refresh and reinforce its brand. The agency conducted discovery sessions with the bank and, from those conclusions, the brand refresh was initiated in an effort to better connect with existing and potential customers by creating a stronger emotional appeal.

Services used on this project

  • Digital Marketing
  • Brand Strategy
  • Social Media
  • Design
  • Communications

Project Goals

The main objective was to increase brand awareness of Peoples Bank while establishing brand loyalty with new designs and messaging.


After reviewing the results from the various discovery sessions, the agency created custom designs and messaging to better showcase Peoples Bank by taking a customer-focused approach. When refreshing the brand, the agency focused on using clean, airy imagery that would stand out in the market and encourage a strong connection with customers and prospects. Peoples Bank emphasized single, aspirational words (such as “relax” or “imagine”) to fortify their brand value of putting customers and their goals first. These words were carefully selected to be emotive, inspirational and exciting.
"Bank better, not bigger."


The brand exercise resonated very well and ultimately produced enhanced brand messaging that better emphasized the values of the bank. At a time when several local banks in the area acquired by larger, out-of-area banks, it was critical that the new brand reinforce a customer-first, community-driven message. That message also needed to position Peoples Bank as an attractive and viable alternative to the new entrants into the northwest Indiana market. The brand refresh that our agency provided Peoples Bank allowed for them to come out with a print campaign that encouraged consumers to “bank better, not bigger” in response to the overabundance of campaigns that were focusing on the largest “local” bank in the market. The new brand implemented old and new design elements in order to compete in a new market while setting itself apart as a local bank dedicated its customers and community.
“The brand refresh has helped us to better connect with existing and potential customers by creating a stronger emotional appeal that allows us to emphasize our longstanding legacy of providing an exceptional customer experience. The brand refresh was successful in allowing our customers to ‘bank better, not bigger’ and align themselves with our new and improved brand”.
Sarah Ricciardi, Vice President, Marketing Manager
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