Georgetown Bank, formerly Georgetown Savings Bank, is a local community bank that serves Georgetown, Rowley and North Andover, as well as surrounding towns. After 144 years in business, the bank decided that it was time to refresh the institution’s name, logo, and corporate identity.
Georgetown Bank, while having a long and successful track record in the area, understood that there were some limitations to their original name. Future growth, particularly on the business banking side of their offering, could be more aggressively approached without the “Savings Bank” tag attached to their name.
The strategy was to update the bank’s corporate identity without leaving behind everything that was familiar and associated with the original brand. From a messaging standpoint, the creative approach needed to be one that communicated Georgetown Bank’s customer-service intensive mission and commitment to the community.
The creative solution began with the new name and logo. The updated typography and logo now reflect an institution rooted in today, not resting on its heritage alone. The more subtle shift in corporate colors, however, does remind the audience of the bank’s continuity within the communities it serves. The tagline brings that idea of service right down to the personal, individual level. “Respectfully Yours.” elegantly captures Georgetown Bank’s style of banking and sends a clear message that here, each customer is of primary importance.