Newburyport Bank


Newburyport Five Cents Savings Bank has been around for a really long time—since the time when one could open an account with only five cents. And while that longevity was a great strength, the length of the name, a complicated logo, and little brand awareness in their opportunity markets made the need for a new brand apparent. Research showed us that their real strength had always been helping people navigate their entire financial journey with very personal and intentional service and relationships. Essentially, they help people journey well. That became the foundation on which the Newburyport Bank brand is built.


A recognizable leader in the Seacoast region, we helped the bank “own” all the visual and verbal language of being a coastal community bank. FMS helped introduce the community to an evolved name and updated look with an animated logo evolution video and a specialized mailer sent to customers and nonprofit organizations the bank routinely supported. The bank was able to demonstrate a renewed enthusiasm to help neighbors and businesses “journey well.” An internal campaign included a brand video featuring all the highlights of living and working in the coastal region. A guidebook for bankers outlined the characteristics of a “good journey,” helping team members discover ways to live out the brand in day-to-day banking opportunities. Externally, clever marketing tools helped to set the bank apart from competitors as the longstanding bank for the coast, featuring vintage nautical illustrations and witty headlines that brought fresh relevance to the bank. Mortgage, commercial and private banking promotions were developed to continue building the brand throughout the coming months and years.