Nobody wants a bank.
Especially Millennials and Gen Z. They want to create and enjoy their version of the American Dream. And it’s way different than the white-picket-fence aspirations of their parents. (The research told us so.)
Ultimately, they want a partner that promises empowerment. Not a litany of financial services. As an independent mutual bank unsullied by shareholders, Dollar Bank can do just that.
NEW BRAND MARK
What’s in a name?
To a younger audience, it’s not about Dollar Bank. It’s about what the bank can “do” to help them live life on their terms. Hence the genesis of the logo we created. Same for the tagline. Everyone strives to reach a different “there.” It’s Dollar Bank’s job to help them reach it…not judge the journey.
Confusion is the enemy on consistency. And without consistency, a new brand can falter in a hurry. So, we codified its elements in a brand guide. Way more than fonts and colors, it begins with a clear understanding of the brand’s meaning. Because if you don’t get that, all the tactical stuff is meaningless.
Going far and wide.
The one thing any successful and compelling brand needs to cover? Everything. Here’s a sample of how we helped – and continue to help – Dollar Bank make the leap.
Hey, where are the bankers?
They’re not in here. Our videos for web, social, streaming and broadcast used 100% real people to authentically tout the brand’s core promise to a younger audience: just do what’s true to you…and Dollar Bank will help you get there.
DOLLAR BANK'S BIGGEST BRANCH
We made sure the website was strong on branding.
Yep, and we made the most of it.
For older, existing customers we created print that hit the mark.
Bringing big-screen work to the small screen.
BUSINESS SUB BRAND
A brand should be consistent. Not cookie-cutter. Example: Business Banking. We took the tenets of the brand we created, then customized them to meet the service line’s special audience and needs.
Doing things a little differently for retail.
We took the heart of “do”, then did what’s right to drive Everything Checking sign ups.
increase in ad impact
(Defined by positively answering the question, “After viewing ads from Dollar Bank, I would consider banking with them.)
increase in retail actions taken on website outside of online banking.
increase in ad recall
YOY revenue growth from Dollar Bank’s most profitable Millennial segment.