PROJECT: Brand Distillation and Localization Program, Content Development, Digital and In-Branch Program
CLIENT: Jewett City Bank
Handle with Care: Jewett City’s 147-year-old Brand Gets a Fresh Presentation
When a 147-year-old Brand asks for a refresh, you handle it with care. From Brand to Branch™, Image 4 is supporting Jewett City Bank on their path to the future.
Jewett City Savings Bank’s SVP of Marketing Diana Rose asked Image 4 to take on updating her Institution’s public presentation. JCSB in located in an old, historic mill area of CT, a region where Place is a rich part of the Community. Image 4 was quick to look backwards to look ahead.
Our Strategy team initiated a Brand Review, studying existing presentation, positioning and assets, and investing time in learning about each specific community. As community involvement is a core value to JCSB, and is their major market positioning, this had to be front and center in any fresh Brand Presentation.
“We have been helping neighbors achieve their goals since 1873”. Neighbors. Achieve. Longevity. Localization. These became the foundation of the Brand Persona, and our roadmap for design and content development. We developed an overall Brand Theme which is localized through the branch network. Fresh colors complemented the classic burgundy logo, and served to brighten the branch spaces where traditional woodwork needed relief.
Each branch received an historic map as a large-scale wall mural – sourced from antique dealers across the country. Historic post cards of scenes and buildings existing today were overlaid for continuity. “Now” content in both print and digital form is interwoven through the branch environment and is programmed so branch employees can upload content captured on their phones at community events.
The Brand to Branch™ program has been highly successful and is rolling out through 2020-2021. Content management and delivery systems will continue to present in-branch messaging for products and especially on the values of JCSB and their tremendous community support.