Scaling Cost-Effective Design: A Community Bank’s Branch Refresh

The Scenario

Following the construction of several new retail branches to expand their footprint in Eastern Pennsylvania, Penn Community Bank sought to extend their new branch design and architecture into existing branches. In addition to a more modern aesthetic, the new branches would include teller pods for a detethered approach, as well as a universal banker staffing model. To bring this look and feel to their existing branches in a timely and economical way, the bank partnered with Adrenaline to create a kit of parts that could be leveraged across all branch tiers.

The Solution

Already engaged with Adrenaline’s branch network optimization team, Penn Community Bank wanted to optimize and refresh several existing locations that had lackluster design appeal and large teller lines tethering staff behind a counter. These changes would include a shift from the traditional teller line model to transaction pods and TCR technology for greater operational efficiency. One branch, on historic Mill Street in Bristol, PA, needed a refresh of its outdated branding and layout, but without the larger investment of the higher tier renovation branches. It also needed a light exterior touch that aligned with the historic neighborhood.

The Story

Using branch network optimization best practices, the bank’s existing branches were tiered to determine which would receive a renovation, inclusive of construction costs and a longer timeline, and which would benefit from a refresh, requiring less cost and time.

The first step in modernizing all the branches across bank’s network was to develop a kit of parts solution – including finish palettes, retail components, and environmental graphics – that could extend from a high-investment new construction branch down to a value-engineered version for a branch refresh.

Adrenaline conducted field observations, schematic planning, experience mapping, and concept studies to create the final kit of parts that was then rolled out across seven of these tiered branches. Many received renovations, but the branch in Bristol required a lighter lift and a lower spend.

The Bristol branch emerged as a front runner for the refresh approach and the team was able to apply the finish palette, environmental graphics, and kit of parts without requiring heavy construction that would add to the timeline and cost.

This branch also resides in a historic district, making it subject to additional architectural reviews and approvals to ensure that building modifications are executed in a way that respects the area’s distinct character and preserves its historic feel.

Inside, the branch refresh included a three-seat teller pod fixture that brings the branch choreography closer to that of the teller pod model in the bank’s newer branches. Behind the tellers, the bank created a brand wall with a 75” digital display to bring messaging flexibility into the branches and rely less on print marketing and collateral.

Architectural interior applications in the branch refresh included new wall and floor finishes, lighting, carpet, millwork, privacy treatments, and furniture, all elevated to match the look and feel of the de novo branches at value engineered costs. An existing soffit was removed to raise the ceiling height and make the branch ceiling consistent across the footprint.

Refreshed graphics included a localized welcome wall mural consistent with Penn Community’s other branches. Local photography of Bristol against a brushed aluminum backer panel makes a big impact when entering the branch and leverages pin-mounted lettering that is consistent amongst the branch family.

Exterior signage included the primary building signs, new ATM surround, and modernized hours branding. The original branch had a bold mural already painted on the building exterior that the bank wanted to retain, so just the sign faces were replaced and the mural remains as a memory of the bank’s long-standing history in Bristol.

Penn Community Bank rolled out the kit of parts across seven branches and made a massive impact on both operations and client experience. For the Bristol branch refresh specifically, this approach cost approximately 50% less than a renovated branch and was completed in just eight weeks, about 40% less time than a renovation, resulting in nominal disruption to the bank’s business and budget. The branch staff and bank customers alike report that this change makes for a more welcoming and accessible branch that looks and feels like the rest of the branches across the bank’s network.