Building the brand

Most people think banks are boring and no fun. They associate walking into a bank to open an account to be as much fun as a root canal. Painful. Mysterious. They don’t want to watch their own root canal, and they don’t want to read the fine print on a bank account. The uncertain value proposition of a root canal is, “Will the pain stop?” The uncertain value proposition of a new bank account is, “Will I be charged fees for services I don’t need?” 

So I set out to create a brochure that explained our bank’s offerings in easy-to-understand language with visual cues taken from my original photography. It reinforced the message: We’re fun. We’re original. And, we’re really going to work for you. 

While the booklet was a hit with customers, it received top honors in the American Bankers Association Financial Marketing Awards.