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We were tasked with creating the 2015 annual report for our client AmeriServ, a regional banking institution with more than 15 branches throughout the Laurel Highlands area of Pennsylvania.
The bank had undergone a complete rebranding in 2015, and we were directed to highlight the year’s accomplishments through the lens of the new brand.
Because we had recently created a new branding strategy for AmeriServ, our approach for the 2015 annual report was to continue to establish that new brand.
We focused on the bank’s new tagline, “Banking for Life,” as the report’s theme, and used it to magnify the importance of AmeriServ’s yearly activity in its customers’ daily lives.
Each topic throughout the report—personal banking, business, investments, community involvement and more—were designed to underscore the tagline’s concept. We showcased profiles and quotes from real AmeriServ customers to deepen the personal connection with the tagline.
To polish the publication’s aesthetic, we paired a minimalist design with warm and inviting photography to reflect AmeriServ’s personal approach.
Post publication, the 2015 annual report was met with raves from AmeriServ’s administration and staff.
Shareholders subsequently provided overwhelmingly positive feedback, and leadership was pleased to see both the brand and AmeriServ’s accomplishments unified in one well-designed publication.