This Midwest bank was expanding beyond its legacy markets into new, high potential areas that offered a larger and more affluent customer base. The team at Galapagos wanted to ensure that the updated brand identity would be successful within the new markets, while remaining authentic and relevant within its legacy markets.

Align the brand with the bank’s business goals and market opportunities to better support the bank’s efforts to differentiate, gain competitive advantage, and target long-term growth.


  • Analysis of legacy and new markets: customer personas and market opportunity

  • Benchmark of competitors: overall and product specific

  • Brand mapping of bank and competitors

  • Review of logo, nomenclature, message tone

  • Brand identity recommendations created

  • Research to confirm direction

A new brand identity was created, featuring a nautical theme to represent its unique market composition along the west shores of Lake Michigan and a commitment to work together to move the customers and communities forward in its unique Michigan region. The identity was designed to be appealing to both legacy and new markets, and offering adaptability that ensured its success as outlined above.

We have relied on Galapagos for bank consulting and marketing for more than 20 years for a reason. This was a complicated venture with a quick turnaround, but they handled it beautifully. They were attentive to the nuances of the various markets and their skill in managing an extensive list of initiatives simultaneously led to a very successful new brand introduction for both the legacy and the new markets. We couldn’t be happier.
— Ray Biggs, President and CEO, West Shore Bank