First National Bank of Middle Tennessee (FNBMT) was getting ready to celebrate their 150th anniversary–a milestone in the bank’s history. Pieter van Vuuren, CEO, was looking for a memorable and lasting way to share their 150 years of achievements, challenges, and change. One that would reaffirm their promise “to be there” for their customers and their communities for the next 150.

FNBMT’s CEO Reaches Out to Brian May

Following a recommendation from a colleague at Builtwell Bank in Chattanooga, Pieter reached out to Brian May, Maycreate’s President and Executive Creative Director. He and John Wagoner, Maycreate’s Sr. Brand Strategist and Account Supervisor, met with Pieter. He was looking for a strategic reset and brand update that would coincide with their 150th anniversary.

He went on to explain that this was a very exciting time for the Bank. As they approached their important anniversary, he wanted to know how they could serve their markets in the best way possible with the types of products and product delivery channels that best met customer needs. In addition, he also asked them to clearly identify FNBMT’s brand and how it’s perceived by customers, employees, and the communities they served.

The Brand Discovery Phase

It was a tall order. That said, Brian and John went to work creating a brand discovery presentation, which included developing a brand platform, a naming review, a new visual identity, and a well-planned rollout of the new brand. Their first session would begin with the bank’s leadership board. Following that, they’d present to their staff and conclude their presentations with members of the community.

After reviewing their findings, they discovered a widening gap across the banking industry between customers and banks. They found these relationships were becoming more algorithmic, distant, and impersonal. A bank in Silicon Valley didn’t care about your ribbon cutting in Warren County. A mortgage giant from Detroit wouldn’t attend your closing in Shelbyville. Plus, you wouldn’t know your contact’s name or face at a bank out of Chicago. And no financial app could understand what it meant to be a person with a dream, working to get from where you are to where you want to be.

Findings & Conclusions

From there, Maycreate evaluated FNB’s marketplace landscape. Determined the ideal customer. And identified FNBMT’s brand pillars, which included 100% in-person contact, trust, the continued health of their communities, and above all, long-term client success. The takeaway? In a world that has replaced local with global, personal contact with screens, and human expertise with artificial intelligence, businesses and families were left to fend for themselves in financial no-man’s land.

The team came to the following conclusions: Our builders and doers needed a financial expert who would go all-in on commitment and always “show up” to get the job done. They also required human expertise on their team. A team determined to improve the financial health of every customer and community they serve. In other words, their mantra became “We promise to be there in person, when and where you need us.”

A Beacon for the Next 150

In addition to building an enduring brand, we also wanted to design a strong, identifiable logo to represent it. Visual presence is one of a company’s greatest assets and given their rapid growth in the corporate sector, the need for a distinct symbol and identity was essential.

It also had to resonate with an audience that varied in tastes, lifestyle, and motivation, and work in a variety of mediums from digital to outdoor to print. Above all, it needed to be a symbol that felt modern, distinctive, and meaningful. Our team presented several possible options.

A Brand New Mark

During our Discovery Sessions, there was a phrase the leadership board kept repeating: “We show up.” They discussed how they are always present and always answer the phone. They shared that they foster a personal connection with each banking client. They never fail to put them first, regardless of loan or deposit amount. Using yellow as an accent color helps put emphasis on First with an underline and the dot above the “i,” symbolizing that no matter what, the customer always comes first.

This logo iteration was our team’s recommendation and our client agreed. It was the strongest, most unique way to identify the bank, its employees, and customers. Visit FNBMT’s refreshed website to see the new branding in action, and if you’re considering a rebranding, name change, or repositioning for your own business, get in touch with one of our Account Supervisors, John Wagoner or Aaron Petticord. You can reach them at (423) 634-0123.