The external launch began with a thorough explanation of the logo change to existing, loyal customers. After the introductory period to the bank’s existing core base, ads, radio commercials, tv spots and billboards were created to present a more modern and relevant brand to the marketplace.
We kicked off the project by recommending an “evolution” and not a “revolution” of the bank’s familiar logo. This way, the bank can maintain current brand equity while also being relevant to today’s customers. Security National Bank is an excellent bank with great customer service and a wide-range of financial products and services. Therefore, they simply needed an updated logo that would support that interpretation in the marketplace.
The internal launch of the brand included a grand kickoff event at which the bank went all out to help the team get excited about the rebrand and begin living the refreshed brand immediately. The event was held in an incredible theater; the lobby was filled with appetizers and drinks, a meat-carving bar, and a mashed potato bar with all the trimmings. After the exciting presentation of the new brand, the lobby had been transformed with displays of branded apparel, swag, giveaways, collateral, booklets and advertising. A huge oversized poster read, “Everything matters,” and every employee signed it as they went out. And one of the most dramatic moments was when employees exited, the new logo had been lifted 30 feet into the air by a huge truck. Impressive!