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As Community Trust Bank moved into new markets, the Louisiana-based regional bank needed a new name and refreshed brand to introduce itself.
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.
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.
After a thorough naming 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, a 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 approach efficiently converted the old brand into the new Origin Bank.
You feel like Adrenaline is a part of your team, and that is what ultimately made our launch and our rebrand so successful.”
This brand change and what we went through was exactly what we needed to create an identity that everyone bought into.”
Adrenaline is an end-to-end brand experience company serving the financial industry. We move brands and businesses ahead by delivering on every aspect of their experience across digital and physical channels, from strategy through implementation. Our multi-disciplinary team works with leadership to advise on purpose, position, culture, and retail growth strategies. We create brands people love and engage audiences from employees to customers with story-led design and insights-driven marketing; and we design and build transformative brand experiences across branch networks, leading the construction and implementation of physical spaces that drive business advantage and make the brand experience real. Get in touch today.
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