This community bank has a very long, rich history but realized it needed to grow more aggressively in order to remain relevant in its markets.
Build on the solid foundation and upward trajectory of the bank by creating a new brand platform that more authentically tells the story of what the bank can do to meet the needs of its customers, stimulate business and economic growth, and support the communities the bank serves.
Assess the current brand – SWOT analysis, understand the needs of customers
Identify the opportunity within the bank’s markets
Conduct analysis of major competitors
Identify brand attributes that are authentic and distinctive to the bank
Develop creative alternatives that bring the brand attributes to life
Refine chosen solution (or approach) based on internal work team’s review process
Test new brand platform with existing customers and the marketplace
After an 18-month process, a new brand platform was launched, breathing new life into the old, 50+ year old logo and brand. The Galapagos team worked closely with an internal brand launch team to make it all happen. Recognizing that the constellation of the brand is more than just a pretty logo and colors, they worked together to identify actions and behaviors that help support and bring the new brand to life. Ensuring authenticity and the responsibility to be true to the brand has been key to the success of this launch.