In his bylined article, Adrenaline’s Design Principal addresses how branches are transforming into relationship-first environments created for connection
Wednesday, November 12, 2025 – Across financial services, the branch is undergoing its most significant transformation in decades. Once a place primarily intended for transactions, the branch is evolving as financial institutions rethink how to design and deliver in-person experiences that create connections and foster relationships. In his new bylined feature The Evolution of the Bank Branch in the ABA Banking Journal, Adrenaline Design Principal Chris Howe describes how thoughtful, strategic design is taking center stage as banks and credit unions reimagine their branch networks and create environments primed for engagement.
These updated environments are taking cues from hospitality, retail, and technology – sectors excelling at creating customer-driven spaces. Implementing similar approaches, reimagined branches include zones for quick conversations, semi-private areas for consultation, and open layouts promoting ease and engagement. The result is a more intentional experience where staff mobility, technology integration and thoughtful design come together to meet customers where they are in their financial journey. These elements converge to create a vibrant, multifunctional space built to foster relationships, tell a brand’s story, and meet evolving expectations.
In the article, Chris also highlights how the branch serves as a canvas for expressing brand and culture. By incorporating visual storytelling, experiential cues, and localized design elements into the physical space, financial institutions can reinforce their brand identity to reflect their core institutional values and deep commitment to community. This design approach positions the branch as both a service channel and a strategic brand touchpoint. As design innovation shapes the next generation of banking, branches that integrate people, place, and purpose leverage a powerful way to deliver institutional value and inspire lasting relationships.
Read the article in the magazine layout of the November/December 2025 issue of ABA Banking Journal, featuring branch imagery from Origin Bank. The ABA Banking Journal is the flagship publication of the American Bankers Association, providing news, insights, and analysis for banking leaders across the country. The journal reaches more than 85,000 bankers with timely coverage of the strategies and innovations driving growth across the banking industry.
To learn more about successful strategies for branch transformation, or to speak with one of Adrenaline’s brand experience experts, contact us today.
