The Takeaway

Prior to starting on this initiative, Stackpole worked closely with FTUB to develop a full expression of its brand identity. FTUB’s value proposition — the area’s most nimble, progressive and innovative bank — greatly appeals to the business audience. Stackpole took this core brand message and wrapped it with confident headlines that clearly targeted this audience, such as, “A successful business starts with a serious plan. But it only runs with a serious bank.” The voice, tone, and look of the ads are 100% consistent with brand standards so that FTUB’s messages are highly recognizable across varied media outlets.