Brand Program

Seeking to grow in one of the country's most competitive financial services markets, a New England bank acquired two smaller banks and prepared to go public. Given the newness of the merger, how could the combination be presented as a unified entity? And how could the benefits of the merger be leveraged to grow the customer base and attract potential investors?

Solution

Working closely with the client, Sequel developed a new name — NewAlliance Bank — and a comprehensive design and communications strategy to support the new brand. A core message (Capital Ideas. Human Values.) celebrated two pillars of ongoing strength: financial acumen and a strong commitment to customer service and community involvement. We then rolled out the NewAlliance brand across a wide range of media, including the bank's website, in-branch merchandising, signage, and marketing collateral.

Results

The new brand brought positive attention to the bank as it went public, enabling it to grow its customer base and position itself against increasing competition from banks in neighboring regions.