Florence Bank


Re-branding a Community Bank

This well-loved, 141-year-old bank was starting to lose traction and younger customer prospects to other local and national banks. With the change to a new, ambitious VP of Marketing and the support of an energetic CEO and Exec Team, there was a desire to make bold moves. STA was contracted to take a fresh look (research) and discover and launch an entirely new brand approach (strategic/creative). We re-wrote the brand promise to “With you, for you…always,” and shortened the bank’s name. Then, we crafted the “Always” signature (instead of an ordinary tag line), wrote and produced a custom music theme, and created the bank’s first ever TV commercials, shot entirely at iconic locations in their communities, cast completely with local people and dancers.  Our TV spot was chosen by BankInnovation.com as a “Top 20 TV Commercial” worldwide in 2015!

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