In 2014, Origin Bank was known as Community Trust Bank. With more than 236 banks and credit unions in the collective market with either “Community” or “Trust” in the name, the original brand was easily confused and experiencing identity problems. In addition, the organization was growing into new markets, and ultimately needed to be introduced to scores of potential customers.
Reimagining a Brand From the Inside Out
The bank had three main goals. The first was to create a new brand that still retained the organization’s legacy culture and values. This brand needed to be new and fresh, but at the same time, reflect more of an evolution rather than a revolution. The second goal needed the new brand to resonate with employees, customers and the overall market. Finally, a complete branch network overhaul was desired in order to physically launch the new brand in correlation with the market communications.
Where the Rubber Meets the Road
After a thorough naming and nomenclature process, the name “origin, ” which exemplifies “uniqueness from within,” was chosen as the bank’s new name. For employees, Adrenaline revealed the new brand in an exciting launch video and kicked off its culture program. Origin’s customers soon found strategic communications including direct mail, website landing page, in-branch communications, and online video. In market, the advertising campaign “For the Original in You,” focused on the individual needs of their customers and how the bank delivered. And in forty financial centers, a “Kit of Parts” efficiently converted the old brand into the new Origin Bank.