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.
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