A rebrand that united the United team and celebrated U.
Brand Strategy
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Identity
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Print
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Digital
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Video
Asset Size
1B
Location
Michigan
Branches
12
Employees
159
Established
1887
When we crafted a new brand for United Bank, we immediately realized their name itself was ambitious, giving their bankers something to which they could aspire. Backed by a reputation of serving the community well since 1887, it’s a name filled with ambition and camaraderie, confidence and trust. To add purpose and meaning, the name became the rally cry to encourage the team to always be “united.”
Clever brand ideas included intro pieces that tout, “It’s more than a name, it’s a mission;” a play on “U” in the name, with a mirrored brand book titled, “United begins with You;” a three-dimensional wooden puzzle to solve, hinting at the way United Bank provides “real solutions;” and additional branding tools to elevate the community banking experience.
