PlainsCapital Announces Recent Upgrades to its North Dallas Branch Location

Prototype branch provides a perfect place to connect with clients within a modern branded environment

Thursday, May 27, 2021 – The fourth-largest bank headquartered in Texas has just announced customer-centric upgrades to its North Dallas branch location, following its successful partnership with financial services and brand experience leader, Adrenaline. PlainsCapital Bank has been serving customers’ financial needs since 1988 through a personalized approach to banking. Now, new customer-centric advancements to its branch at 18111 Preston Road, Suite 110 provide the perfect place to build on its strong relationship-banking foundation. 

With a holistic and intuitive footprint from the outside-in, the branch leans on PlainsCapital’s relationship-first values to deliver a new banking experience. The Texas banking leader and Adrenaline collaborated on a progressive design-build process to transition the North Dallas branch design, operations, and offerings to elevate experiences and exceed clients’ evolving expectations. 

“As a major market that caters to so many industries, Dallas is a critical location for a Texas-based bank like PlainsCapital,” according to President and CEO Jerry Schaffner. “The dynamic strategies we implemented at our North Dallas location reflect our pledge to efficiently meet clients’ needs and proactively deepen relationships with new and existing customers.”

PlainsCapital Announces Recent Upgrades its North Dallas Branch Location

With a focus on functionality, the design incorporates a new customer journey, holistic digital technologies, and service strategies that focus on delivering convenience and cultivating relationships through in-branch consultation. Through in-depth research and experience mapping, the design defined a series of customer journey zones to efficiently meet visitors’ banking needs, including engagement, transaction, and consultation spaces. 

“Even as our client base becomes more reliant on digital and mobile banking, we’re finding they still want access to a physical branch, and these updates ensure our banking services are always available,” according North Dallas Branch President Thomas Ricks. “When customers visit our branch, they’ll be able to experience the spirit of PlainsCapital’s commitment and our promise to deliver exceptional service, resources, and products as a leading Texas-based bank.”

For a look behind the design-build process, visit our best practices case study for creating an ownable and distinctive prototype branch. Also, be sure to stay tuned to Believe in Banking  for more successful branch strategies and to Adrenaline’s Insights for powerful brand to branch solutions for credit unions and banks. To speak with one of Believe in Banking’s thought leaders or Adrenaline’s industry experts, contact us at

Adrenaline is an experience design agency that creates and implements end-to-end branded experiences through creative and environmental design. We enhance our clients’ customer experiences across digital and physical channels, from their branding and advertising to design and technology in their spaces. After transforming an organization’s brand, Adrenaline extends it across all touchpoints — from employees to the market to in-store environments. And, we focus on serving industries that sell human experiences including financial, healthcare, sports and entertainment.  

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