Naming/Rebranding

OneLocal

What’s better than two great local banks?

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.

INDUSTRY

Banking
Financial Services

OUR ROLE

Branding
Renaming
Logo & Identity Development
Stategic Positioning
Tagline Development

BRAND WORKSHOP

Laying the groundwork

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.

BRAND WORKSHOP

OneLocal. Everyday Banking

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.

Brand Guidelines

A Distinctive Brand Voice and Identity

We also created comprehensive brand guidelines to govern the design of all internal and external communications. The ad campaign used a striking graphic approach with brief copy to announce the merger and highlight the superb member service, enhanced resources, and expanded branch footprint. The result: strong brand differentiation, and a truly unique voice and identity in a highly competitive market.