Norwood Bank and Foxboro Federal Savings were both founded well over a century ago in southeastern Massachusetts. In 2022, they merged to create one larger, stronger community bank. The combined institution needed a new name and brand identity to stand out in a highly competitive market and convey the merger’s benefits to associates, customers, and prospects.
First, to ensure consistent messaging around the merger, we wrote high-level talking points for the leaders of both banks. We then began informing customers through press releases, ATM and in-branch messages, web banners, and more. During this time, we held a series of Stackpole Brand Workshops with associates of both banks to help define the unique character of the new organization. Based on their input, along with results from customer surveys and a competitive market analysis, we created the new name, logo, and visual identity along with a comprehensive messaging strategy.
The new brand reinforces the bank’s longstanding – and unchanging – focus on community. OneLocal remains a proudly independent institution and strong supporter of local families, businesses, charities and causes. The descriptor “Everyday Banking” reflects a commitment to meet the specific needs of each customer, every day, with the very best technologies and services. Our process revealed that customers and bank associates typically see themselves as “everyday people,” and the tagline echoes this hard-working, unpretentious self-image.
Going forward, we created brand guidelines to govern all internal and external communications, including the introductory ad campaign and revamped website. In addition to highlighting the strong community orientation, the marketing materials describe the merger’s many benefits to customers – expanded branch footprint, enhanced technologies, greater range of services, and more. The new branding provides clear differentiation and a unique, boldly local identity. It points the way toward a bright future for the two venerable hometown banks that have come together as OneLocal.