The internal launch of the brand included a grand kickoff event at which the bank went all out to help the team get excited about the rebrand and begin living the refreshed brand immediately. The event was held in an incredible theater; the lobby was filled with appetizers and drinks, a meat-carving bar, and a mashed potato bar with all the trimmings. After the exciting presentation of the new brand, the lobby had been transformed with displays of branded apparel, swag, giveaways, collateral, booklets and advertising. A huge oversized poster read, “Everything matters,” and every employee signed it as they went out. And one of the most dramatic moments was when employees exited, the new logo had been lifted 30 feet into the air by a huge truck. Impressive!