Building a Premium Presence in Dallas
The Scenario:
Prioritizing greater growth in Texas, Origin Bank sought to expand their influence in Dallas by adding an upgraded branch with a premium presence in an elite area of the city that demographics show is one of the highest concentrations of wealth in the country. When a big bank moved out of a two-story location on Preston Road near Berkshire Lane, the regional bank took the opportunity to convert this high-profile space into a new flagship that would bring Origin’s vision statement to life in a sophisticated and signature way. The new Preston Financial Center would leverage the power of the bank’s trusted advisors and innovative technology in an upgraded branch environment to create an engaging experience that connects people to their dreams.
The Solution:
As a longtime, trusted partner of the bank, Origin gave Adrenaline a blank slate to create a compelling new banking experience in the Preston Financial Center. Prior to branch design and construction, the bank tasked Adrenaline with updating the brand that the experience experts previously crafted in 2015. The brand refresh offered an opportunity to deepen Origin’s visual expression, as the bank continues expansion into newer markets that are geographically and demographically distinct from their Louisiana roots.
The refreshed brand provided a platform for elevating the experience in the new branch location – serving as a billboard for the brand and representing a “shining jewel” in Origin Bank’s branch network. Delivering an upgraded brand experience, the branch interior features upscale finishes, cutting-edge technology, and premier financial experts to appeal to affluent customers in this sought-after market. The branch experience ultimately expands the brand’s imprint and influence in Dallas and beyond.
The Story:
Following a deep dive into client goals, Adrenaline’s strategy team developed powerful brand personas to reflect the clientele the branch would ultimately serve, guiding the overall design and delivery.
The design team then successfully translated the refreshed Origin Bank brand identity into the physical environment, creating a visually appealing experience with detailed and upgraded elements that deliver an upscale yet approachable aesthetic.
During the brand refresh and development, the brand and experience design teams established a collaborative creative workflow to bring the Dallas flagship to life.
The layout for both floors of the branch supports a range of engagements – from open and casual conversations to fully private, more formal consultations – allowing staff the flexibility to tailor their interactions based on customer need.
The design also features a flexible event space directly in front of the street-facing windows, which Origin intends to use for event-based engagements to drive interest and provide even more value to the bank’s clientele.
In addition to experience design services, Adrenaline provided the production and oversaw the installation of all branding elements, graphics, digital content, signage and screen equipment, and custom fixtures throughout the space.
The branch designers partnered with the digital team to seamlessly integrate cutting edge technology to create a “wow factor” in the space. The eye-catching focal element inside the branch is an elevated halo – a customized digital signage feature which is visible from both inside the branch and from outside in this highly trafficked area.
Complementing the exterior perforated metal wrap, the halo features colored accent lighting and an illuminated master brand sign. This feature was developed to visually ground the design and serve not only as a dramatic visual feature, but as the organizational linchpin of the entire floorplan. The halo is the “origin point” from which all engagements begin.
To increase the impact of digital installations, Adrenaline’s creative team developed compelling brand content for the halo and the exterior-facing digital screens.
Inside the branch, new graphic and photo treatments come together with premium fixtures and finishes to create an appealing, high-end environment.
Beyond aesthetic considerations, stakeholders wanted the branch experience rooted in supporting Origin as they activate and nourish deep customer relationships and foster trust in this high-profile priority market.
Armed with a new vision for the branch experience, the powerful partnership between Adrenaline and Origin continues with new projects in the bank’s expansion markets of Florida and Alabama.
