We were presented with a challenge from our client, Bank of Tennessee. How do we communicate a message of hope and support for small businesses and bank employees during such a difficult time? The message became clear when we learned that Bank of Tennessee helped save over 14,000 jobs by making $100 million in funds available to over 1000 businesses in our state. This campaign signifies pride, a new beginning, and the strength of our region to move forward into whatever unknown comes next.

To some, happiness is a place. To others, a moment in time or even a mindset. Whatever or wherever that is, you need money to help you find it. This campaign tapped into that simple human truth to communicate that Bank of Tennessee is much more than transactions and tellers, it’s part of the happiest moments in life.

ID Wealth, an up-and-coming wealth management group, tasked our creative team with designing their entire brand identity from scratch. The objective was to combine the company’s mission, decoding the financial DNA of their customers, with the founders’ goal to provide honest and professional financial advice. The final ID Wealth logo melds concepts including “candle sticks,” an icon used in financial charts, the symbol of a DNA helix, and the path of an upward trajectory into an iconic brand identity.

Bank mergers typically equate to expanded services with diminishing customer care. When Virginia Commonwealth Bank merged with another regional bank, they did so with the intent to strengthen their local footprint and services. This maverick approach sparked the insight to their brand positioning and campaign, “The Uncommon Bank” supported across consumer and business markets in the Richmond, VA area.