Investors Bank is a publicly traded, full-service retail and commercial bank that is based in Short Hills, New Jersey, operating over 150 branches across New Jersey and New York. Over the next decade, since their last rebranding effort, the bank had experienced tremendous growth, from being a $10 billion bank into a $25 billion powerhouse. To take the business and the brand to the next level, a re-energized rebranding effort was required.
The goal was to demonstrate the evolution of going from a community bank to a regional player. Investors Bank had earned a reputation for building great relationships — and was widely known for being easy to work with and committed to the success of its customers.
The client also looked to build on this brand persona by extending it to its digital presence and capabilities. This gave the Sequel team clear drivers and criteria going into designing the refreshed identity and visual system pushing the brand to be more contemporary, modern and more digitally-forward.
The new brand symbol (or the “weave”) took the legacy mono-chromatic mark and introduced hues of blue to recognize the new and broader capabilities of the business. The overall visual identity evolved to include a brighter and broader color palette to indicate the added products and services, as well as to provide greater visual richness and vitality as the brand extended into digital channels. The campaign launch, titled “Ready for Next”, involved creating key external and employee communications, as well as establishing close partnerships with the client’s PR and advertising firms to build out an integrated and memorable campaign that allowed for a multitude of different communication touchpoints. Corporate collateral, awareness campaigns and thematic brand videos were all created to help introduce and launch the new refreshed identity, plus Investors’ new corporate and marketing website.
From the all-hands, employee brand launch event at MetLife stadium, to the launch of new products and services through the new marketing website, the Investors Bank brand and team has seen a huge lift in overall awareness and engagement. The overall refreshed platform has provided that “next level” to have new and even bigger conversations with prospective customers and business partners.