Harris Marketing Group worked closely with First Federal Bank to develop a new image that would sustain current customers, yet support growth, through an appeal to a larger market and broader clientele. The new logo, color scheme, print literature, and overall customer experience combines their traditional styling with an updated, yet professional flair. HMG also provided input on exterior building changes, signage, and new collateral designed to support their selling approach for key service offers: commercial services, retail services, mortgage lending and Health Savings Accounts.
Research and Planning
Our design team reviewed many federal/government bank identities to assess the direction for the new look. Since the name would remain, our team worked find a way to create a fresh approach that was unique from other banks throughout the local and national markets using Federal in their name.
HMG analyzed market research of internal and external elements that impact the current brand and business. The discovery stage considered the organization’s market distinction, future goals, rebranded image, the new, younger demographic of customers.
After significant design exploration, HMG created a new brand mark that was memorable, had rich and bold colors, and represented a bank brand with legacy, yet forward momentum.
Identity and Messaging
The final brand identity incorporated a simplified, modern flag concept along with a more traditional serif typeface, creating a combined corporate essence of strong and stable with fresh and innovative. The flag tied into the patriotic appeal of the bank name. The flag shape created the letter “F”, which represented “First Federal”, and the upward movement of the waving flag signified positive growth.
The regal color palette represented strength, stability, and a solid foundation as was intended by executive leadership in their effort to build customer confidence in the bank. The complementing blue and gold made an impactful color combination and subtle notes of patriotism.
Final steps of the rebrand process were to design and integrate the identity into the collateral pieces. This included print advertising, brochures, building signage, and stationary.
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