Golden Belt Bank has been around since 1920 and is well respected in its legacy market. The bank is caring, stable and conservative—a responsible local bank who does things the right way. Its existing brand personality is centered on serving the individual customer, forming personal relationships as only a community bank can, fulfilling financial dreams and sharing a conservative value system. But considering 100 years of service, the community doesn’t know the bank as well as it could. Also, Golden Belt Bank had acquired another bank in another state, creating a need to unify the teams and bring awareness to the new market. It was time for Golden Belt Bank to develop a more relevant and memorable visual identity, communicate the acquisition in a way that achieves clarity and unity, and evolve its brand messaging.