It’s all about YOU isn’t it
EASTERN BANK CASE
Background
Founded in 1818 and headquartered in Boston, Eastern Bank is the largest mutually owned bank in New England, offering banking, investments, and insurance under one roof. Over the last century, Eastern Bank has grown to almost $7.0 billion in assets and more than 80 branches stretching from the Merrimack Valley to Cape Cod. Their commitment to serving the communities in which they operate contributes significantly to the health and vitality of New England.
Challenge
The New England landscape for banking has changed considerably over the last decade, with large national and multinational banks moving in to compete with community and regional brands. From Citizens Bank to Bank of America, Eastern Bank now faced a very savvy set of marketers with deep pockets and high brand recognition. Further exacerbating the potential threat, Eastern Bank’s brand architecture and design system had grown without rationale, resulting in five separate design systems and just as many independent websites.
Solution
Protobrand undertook exhaustive research, including a brand audit of the banking landscape. Larger banks were clearly attempting to appeal to local audiences by demonstrating some form of community commitment. Eastern Bank’s opportunity was to position competitive efforts as merely opportunistic. Protobrand developed the credo “True to You,” complete with Eastern Bank “Truisms,” which highlighted the bank’s commitment to all key audiences. All the disparate design systems were jettisoned, and a refreshed look and feel was created that was accessible, clean, and rang true to Eastern Bank’s commitment to its customers.
Background
Founded in 1818 and headquartered in Boston, Eastern Bank is the largest mutually owned bank in New England, offering banking, investments, and insurance under one roof. Over the last century, Eastern Bank has grown to almost $7.0 billion in assets and more than 80 branches stretching from the Merrimack Valley to Cape Cod. Their commitment to serving the communities in which they operate contributes significantly to the health and vitality of New England.
Challenge
The New England landscape for banking has changed considerably over the last decade, with large national and multinational banks moving in to compete with community and regional brands. From Citizens Bank to Bank of America, Eastern Bank now faced a very savvy set of marketers with deep pockets and high brand recognition. Further exacerbating the potential threat, Eastern Bank’s brand architecture and design system had grown without rationale, resulting in five separate design systems and just as many independent websites.
Solution
Protobrand undertook exhaustive research, including a brand audit of the banking landscape. Larger banks were clearly attempting to appeal to local audiences by demonstrating some form of community commitment. Eastern Bank’s opportunity was to position competitive efforts as merely opportunistic. Protobrand developed the credo “True to You,” complete with Eastern Bank “Truisms,” which highlighted the bank’s commitment to all key audiences. All the disparate design systems were jettisoned, and a refreshed look and feel was created that was accessible, clean, and rang true to Eastern Bank’s commitment to its customers.