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How do you reposition a bank for growth without sacrificing its customer relationships?

By positioning it as a partner in its customers’ financial journeys.

BACKGROUND

North Jersey Community Bank (NJCB) was founded by local community and business leaders to provide the highest level of personalized community banking services to the New Jersey market.

Recognizing the future financial opportunities and long-term growth outside of New Jersey, NJCB realized that it would require a new name—ConnectOne Bank—and branding in order to expand its geographic reach and footprint, but without losing the culture of caring that sets it apart from other banks.

STRATEGY

ScheinerInc.’s strategy was to reflect the essence of the bank’s “culture of caring” philosophy that governs everything it does, from fostering relationships and transparency to maintaining an ongoing dialogue with its customers.

BEFORE
AFTER
APPROACH

Our approach was to communicate the personal relationships that ConnectOne Bank creates and maintains with its customers through portraiture imagery and messaging that are uncharacteristic for a bank.

RESULTS

The new name, ConnectOne Bank, celebrates the bank’s focus on connecting its customers with their financial goals. The new identity visually reinforces how every customer has a voice and a seat at the table with the bank’s team, differentiating ConnectOne Bank as a better place to bank.

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