A great bank, a challenging request.
When you step foot onto the Delmarva peninsula, the distinctiveness of the land and the fierce independence of the people who live there is instantly recognizable. Step into any of Taylor Bank’s locations and their 125-year history serving the financial needs of this tight-knit community is also immediately evident. As the institution has grown and continued to develop the innovative banking solutions the people of Delmarva have come to rely on, their commitment to serving this population has only grown stronger.
Taylor leadership asked Stackpole to create a new brand identity that would simultaneously reflect the bank’s storied history and its commitment to serving the people and businesses of Delmarva for years to come.
New, yet familiar, branding.
It all began here. The Stackpole team created a thoughtfully designed new logo – familiar yet refreshed and modernized with a new typeface and accompanying graphic element revealing the shape of the Delmarva peninsula itself. A new tagline was also created, further delivering on Taylor’s commitment to its customers: “Always Here. For Good.”
The combined result of the logo and tagline sent a heartfelt message from the bank to its customers: “Thank you for putting your trust in Taylor Bank. Here’s to the next 125 years”.
The specific objectives.
Before the new identity could convey this message to the community, Stackpole needed to create awareness and wanted to do so in a way as unique as the relationship Taylor Bank has with its customers. The team brainstormed around ways to tease out and support the new logo design and tagline in a way that would reinforce the bank’s local heritage and strong commitment to the people of Delmarva.
The Stackpole team kicked around several ideas, striving to develop a strategic approach that would:
• Ensure their message had broad geographic coverage
• Include a custom, centerpiece event to generate buzz and PR
• Leverage strong media partners previously involved with Taylor
• Use visual media channels to ensure the logo is widely seen
• Invest in a paid social campaign to bolster community involvement
• Build a crescendo of excitement and intrigue
Working closely with the Taylor Bank team to develop just the right approach, the end result hit the mark at every turn.
An amazing way to promote the new brand.
Stackpole developed several ideas that hit those criteria, but none as powerfully as the notion of a cornfield logo maze. What better way to engage and include the community in the launch of the new brand identity than to create the Taylor Bank logo on a massive scale in a well-known local farm’s cornfield and to invite the community to a special family day event? Stackpole also invited the media and the public to experience and participate in the new branding and special kickoff festivities through a paid TV, print and social media that used stunning aerial footage of the impressive maze logo to attract attention, effectively generating awareness throughout the community and, in the end, driving significant attendance.
The new brand identity and its launch have been a huge success, creating a real sense of community pride and a renewed excitement about the bank. The Taylor Bank and Stackpole teams worked closely together throughout the entire process to simultaneously modernize the institution’s image and convey its ongoing commitment to delivering innovative, tailored banking products and services. A great beginning to what we’re confident is going to be a long and mutually rewarding relationship.