120 West Superior Street
Fort Wayne, IN 46802


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. 

  • 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)