IAB
branding & launch CAMPAIGN
There are a lot of hurdles to cross when two separate institutions decide to consolidate into one. When Grabill Bank and Markle Bank teamed up to become iAB Financial Bank, B&Y was brought on board to help them reach the finish line. As a brand new bank, iAB needed an identity that was entirely their own, but that also appealed to both new and existing customers.
DELIVERABLES
- Branding
- Web Design
- Print Collateral
- Video
- Out-of-Home
the solution:
- Create an entirely new brand image for iAB (which included naming the new bank)
- Create a new logo, collateral material, website and signage to reflect the progressive nature of this new institution
- Make the public aware of the consolidation with informative marketing
- Develop a tagline — “The Power of Partnership” — to remind people of these two banks coming together, as well as the partnerships they have with their customers
the result:
- Feedback from employees and customers on the new brand image was overwhelmingly positive
- 50% of people surveyed just three months after the launch were aware of the consolidation
- We expected only 10-15% of those surveyed to remember the ads, but three times as many people recalled them than expected (33% unaided, 41% aided)
