Dollar Bank has been serving Pennsylvania, Ohio, and Virginia since 1885. Recently, we partnered with their team to update their brand for a new generation of customers.

Strong brands are more than a logo and tagline—something Dollar Bank understood. So we designed a project that allowed us to gather insights from internal stakeholders, customers, and prospective customers so we could develop a brand strategy that would be both authentic to this historic institution and designed to drive growth with new customers.

We began our work with extensive stakeholder research to understand the history of the institution, the current state of the organization, and its leadership’s vision for the future. Then, we conducted qualitative and quantitative research with customers and non-customers, which allowed us to identify segments in the market to target for growth and understand how to appeal to people like them. We also did substantial secondary research with a focus on competitors, so we could identify white space in the category where we could differentiate the brand.

Ultimately, we uncovered how the bank should focus its messaging on the needs of its new target customers, rather than on telling the bank’s own story. This shift was a major change for the legacy brand. Once aligned on a new brand strategy, our team helped guide Dollar Bank and its creative agency through execution of the creative approach for the rebranding.